The entertainment behemoth Entain has declared it will intensify its focus on its in-house game development teams to enhance its capacity to generate novel products and experiences for its clientele.
Entain stated it will double the headcount at its three internal studios situated in the UK, Italy, and India, aiming to reach approximately 300 employees within the next year. This expansion will facilitate the creation of fresh offerings for all markets, including the United States.
Entain’s UK-based studio, CR Games, located near Oldham, will be the first to witness an increase of eight new positions, bringing its workforce to around 50 individuals.
These new creations will encompass free slot competitions, and following the recent alliance between Entain’s PartyCasino and PartyPoker brands with McLaren, the operator will also produce exclusive Formula One-themed casino content and games later this year.
The operator indicated it is also developing innovative experiences for its customers utilizing immersive technology. Its inaugural customer-facing virtual reality product, a multi-activity sports club, is scheduled for release later this year.
The game studios are also adapting their content to cater to a wider range of international markets. For instance, Win Studios is tailored to Entain’s core bingo gaming product, creating a sports-themed gaming experience for customers of its Sportingbet brand.
Our primary focus is to provide our clientele with top-notch experiences and exhilarating entertainment, as this is the cornerstone of our operations,” stated Entain CEO Jette Nygaard-Andersen. “By increasing our investments in our three internal game development studios, we will be able to offer a greater number of these experiences to users of all our global brands.
“By expanding the range of our products and introducing new and exclusive games, such as free-to-play tournaments, we are providing both existing and new customers with more reasons to utilize our products. This not only contributes to the growth of our business but also provides us with new insights that allow us to further enhance our customer products.”
Entain Gaming Director Colin Cole-Johnson added: “Developing more of our own games grants us complete control over the content of the games, not only ensuring a positive experience for customers but also guaranteeing their safety.”
An earlier trading update released today (July 8) indicated that Entain has increased its full-year 2021 profit forecast to a range of £850 million to £900 million, following a year-on-year increase in sports betting and retail revenue during the first half of the year, while online revenue remained steady.
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