NetEnt: The necessity of diversification should not be underestimated

In the run up to SBC Digital Summit North America, NetEnt’s Brian Kraft explained to SBC that now is the time to focus on diversification and customer service.

He explained that the upcoming event gives them a chance to hear views from policy makers, regulators and industry peers as they plan to promote their casino portfolio.

What are you looking forward to at the SBC Digital Summit North America?

Despite the recent challenges, it’s still an incredibly exciting time for the North American market. The forced closure of land-based casinos and pause on sports betting over the last few months has put a spotlight on the online arena, and it feels like attitudes towards regulating igaming are shifting in more and more states. I’m excited to hear views from policy makers, regulators and industry peers on how the market is going to move forward and the outlook for 2020.

What would be your biggest bit of advice for betting and gaming businesses trying to mitigate the impact of COVID-19?

Diversification. It’s a word we’ve heard again and again in response to the Covid-19 outbreak but a necessity that should not be underestimated. This period has proven that relying too heavily on a single product offering will only serve to steer a business into troubled waters. Yet, those with a digitally advanced platform and well-rounded portfolio will have been less impacted by the recent challenges.

Now is also the time to focus on the customer experience. Players want to feel valued and rewarded for their loyalty, and given how critical retention is currently, businesses would do well to go the extra mile to keep them happy.

What are you promoting at SBC Digital Summit North America?

Our casino portfolio continues to perform well with players in the U.S. and we will be showcasing the best it has to offer. From our table games and classic slots such as Starburst and Divine Fortune, to innovative new concepts focussed on gamification and the influence of social and video gaming, our offering quickly gained a strong fan base in US markets right from the start. The NetEnt portfolio has something for everyone and we’re looking forward to rolling out more content for US players to enjoy.

What industry innovation will capture the most attention in 2020?

Mobile is the focus for us across our product offering, whether it be online slots or live casino. Player volumes on mobile are only going up and we’re continuing to ensure the user experience is optimised across devices. Looking at slots, there’s exciting developments emerging in game mechanics, such as our InfiniReels engine, and promotional tools which are significantly enhancing the gameplay and overall experience. Definitely an area to watch!

Which parts of the conference agenda have caught your eye?

I’m interested in hearing from the states to get their take on what’s next for iGaming, particularly as COVID-19 has accelerated play to online with state legislatures taking notice. There’s a fantastic line-up of speakers that will not disappoint, and I’m sure the event will spark a host of new insights and ideas.

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