The entertainment behemoth Entain has declared its intention to significantly increase its investment in its internal game development teams. This move aims to enhance their capacity to produce innovative products and experiences for their clientele.
Entain is significantly expanding the workforce of its in-house game studios. This expansion will lead to the creation of new offerings across all markets, including the United States. Three internal studios situated in the United Kingdom, Italy, and India are projected to double their staff to approximately 300 individuals within a year.
Entain’s UK-based studio, CR Games, located near Oldham, will be the first to establish eight new positions, bringing its total staff to around 50.
The new content will encompass free-to-play slots tournaments. Following the operator’s recent sponsorship agreement with McLaren, Entain will also develop exclusive Formula One-themed casino content and games later this year for its PartyCasino and PartyPoker brands.
The operator has stated its commitment to developing novel experiences for its customers using immersive technologies. Their 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 for a wider range of international markets. For instance, Win Studios is modifying Entain’s core bingo game product to create sports-themed gaming experiences for customers of its Sportingbet brand.
Its crucial for us to give our patrons exceptional encounters and thrilling amusement, as it’s the foundation of our operations, stated Entain CEO Jette Nygaard-Andersen. “Boosting investments in all three of our internal game studios will bring more of these experiences to all our worldwide brand users.
By expanding our product selection and offering new exclusive games, like free-to-play competitions, we’re giving existing and new patrons more reasons to use our products. This not only helps us grow our business but also brings new insights so we can further enhance the customer experience.”
Entain Gaming Director Colin Cole-Johnson added: “Developing more of our own games means we have complete control over the content, not only providing a great experience for customers, but also ensuring their safety.”
An update released earlier today (July 8) shows that Entain has raised its full-year 2021 earnings prediction to between £850 million and £900 million, following a year-on-year increase in sports betting and retail revenue in the first half, while online revenue remained stable.
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