14 Nov
In News
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NetEnt strikes retail deal with bookmaker Paddy Power


In a new significant development in the world of iGaming, NetEnt has penned a retail-centric deal to provide gaming content to bookmaker Paddy Power.

This agreement is an extension of an already established deal between the two parties and will also take care of the land-based gambling machines of Paddy Power in the United Kingdom.

According to information in the public domain, Paddy Power boasts of 339 licensed betting offices in the UK. It also has over 1,300 gaming machines at its shops.

Commenting on this development, Enrico Bradamante, chief of European market operations and managing director of NetEnt Malta, said:

“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.”

On paper, this collaboration between the two major brands makes absolute and complete sense. However, it remains to be seen how this deal benefits both parties in the long run.

At the moment, it appears as though NetEnt and Paddy Power believe joining forces at this stage is bound to give them plenty of long-term dividends.


Kai started working in the Gaming Industry in 2001 when he managed a Horse Betting Shop in Germany. With the more and more upcoming needs for Sportbetting Solutions for the German speaking market he moved in 2003 in Malta where he built up TopSportWetten, one of the first Sportbetting operators working from Malta with a Remote Gaming License.

In 2005 he moved to a new venture and joined the newly formed Team of BetUnited, a Company that had the goal to target the German speaking online market with a full portfolio of Betting, Poker, Casino and Games of Skill.

In 2007 he left BetUnited and concentrated on helping new Companies coming to Malta to obtain a remote gaming license and establish operators on the island.

In 2011 he founded Simka Consulting to combine his knowledge in the operational part of the IGaming Business with the Marketing expertise of Simona.

Past Projects:

  • TopSportWetten - Managing Director and Key Official
  • Bet United - Managing Director and Key Official
  • MMBet - Managing Director and Key Official
  • Olympia Bet - Managing Director and Key Offical
  • Production Planning and Project Manager - Infratec Pro Ltd.

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