Entain to Expand In-House Game Studios

Entain (LON: ENT), the online gaming giant, has said that it is set to double its investment in its in-house game studios. The company is aiming to increase its capacity to develop new products for its customers.

According to the announcement, within a year, the number of employees at its in-house studios in the UK, Italy, and India will have doubled to roughly 300 people. They will be tasked with creating new products for all markets, including the UK.

The new content is set to include free to play slot tournaments, and thanks to the recent sponsorship deal between McLaren and two of Entain’s brands (PartyCasino and PartyPoker), the company is also set to develop exclusive F1 themed casino content and games.

Entain is also aiming to produce new experiences for players using the latest immersive technologies. Its first virtual reality product, a multi-activity sports club, is set to launch later this year.

The studios will also be adapting their content for international markets. For example, Win Studios will be modifying Entain’s bingo product to create a sports-themed experience for customers of the Sportingbet brand.

We love giving our customers great experiences and exciting entertainment as that is the bedrock of what we do. Increasing our investment across all three of our in-house game studios will provide more of that for our customers across all our global brands. By widening our offer with new and exclusive games, such as free-to-play tournaments, we give existing and new customers more reasons to use our products. This not only helps to grow our business but brings fresh insight, so we can further improve the offer for our customers.

Jette Nygaard-AndersenChief Executive of Entain

Colin Cole-Johnson, Entain’s gaming director, said that by developing its own games, Entain will not only have complete control over what goes into them but will also be able to keep customers safe.