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Paddy Power to bring NetEnt games to its betting shop estate

PaddypowerPaddy Power has signed a deal with slots creator NetEnt that will increase the crossover between its online operations and its UK retail business.

The bookmaker has entered an agreement to license gaming content from NetEnt for use in land-based gaming machines in the UK, extending the existing online business partnership that the slots developer already has with Paddy Power.

According to the agreement, NetEnt’s games can now be distributed in Paddy Power’s land-based gaming machines in the UK. Paddy Power has 339 LBOs with a total of more than 1,300 B2 gaming machines – more popularly known as FOBTs – in the UK.

Enrico Bradamante, Chief of European Market Operations and MD of NetEnt Malta Ltd, commented: “I am very pleased that we are extending our partnership with Paddy Power to include distribution to gaming machines in their betting shops. I am confident that their players will enjoy our thrilling, award-winning games.”

This is the second retail agreement for the UK Licensed Betting Office (LBO) market by NetEnt as bookmakers continue to pursue an omni-channel agenda where the same familiar games and products are available to customers across all channels of interaction.