Q&A: Bjorn Krantz, managing director of NetEntâs US division
Earlier this week Net Entertainment signed its first US-facing deal, clinching a deal to provide games to Borgata Casino, Borgata Poker and PartyPoker in New Jersey. eGR NA spoke to Bjorn Krantz, managing director of NetEntâs US division to find out more about the supplier’s plans in the country.
How significant is NetEntâs entry into New Jersey?
Itâs significant in respect that weâre on track with our original plan to be live in NJ during the second half of 2015. We have always said that our very first target in our North American expansion plans is to successfully obtain a license in New Jersey. Itâs very encouraging to be part of expanding our existing market presence, and we believe North America offers very interesting growth potential over time.
Why did it take so long for you to secure a deal in the state?
I do not share that view. For us its all about timing and the administration around the licensing process has been the most important activity for us. We are encouraged by the positive interest, and feedback we have received from the market, and itâs of course a key milestone for NetEnt to announce its very first partner agreement in NJ.
What challenges and opportunities are there in working with land-based casino partners?
Challenges can also be opportunities, and this is how we want to see the big picture of engaging with our partners in NJ and elsewhere in North America. I am surprised how fast these organizations act even if they are big corporations, with their specific decision making processes. I strongly feel there is an attitude to make a difference, and that is the attitude we have experienced in our initial dialogue. We are experts in online casino gaming solutions, this is the area we live and breathe every single day, and I believe that we can support our partners with a great deal of expertise, and competence to drive further growth in our partnerships. I am sure we will provide an excellent consultative approach within the framework of our portfolio innovations that coincide with our customersâ strategies and market objectives. We want to work in tight cooperation with our partners, and this is how we can make sure we make a difference every day, week, month and year.
How will NetEntâs content differ from what is already available in New Jersey?
What I can say is that NetEnt develop online casino gaming solutions with a specific focus around the online casino player, and this is where we have our core knowledge and expertise. We have been driving the online casino market forward in Europe for a long time, and we know very well what the online casino player expects, and how we must work with our innovation and creativity to obtain the very best player experience. Considering our core development focus, I think we can provide our partners with another level of content uniqueness that will help our partners to further differentiate their operations.
Which states do you have your eye on next?
Firstly our priority will be to follow our key partners, and to support their expansion plans into additional states. Looking at the ongoing regulatory discussions, it looks like Pennsylvania could be the next state that will allow for online casino gaming. There are a number of interesting discussions ongoing, and we monitor all developments very closely.