May 25, 2024

Entain has increased investment in its in-house game studios in order to “accelerate and expand its ability to provide customers with new and exclusive products and experiences.” 

The operator says that across its three in-house studios in the UK, Italy and India, the headcount will double to around 300 people. The increase in workers will allow Entain to deliver exclusive new products and experiences across all of its markets, such as the US.  

Entain’s UK-based games studio, CR Games, will create eight new roles, taking its total headcount to nearly 50. 

The new content will include free to play slots tournaments, allowing customers to play free games and win cash prizes.  

Following the recent partnership with McLaren and PartyPoker/PartyCasino brands, customers will also get exclusive access to Formula 1 themed casino content and games later this year.  

Entain’s studios will also adapt its best-selling content for international markets. Win Studios has tailored Entain’s core bingo product to create a unique sports-theme gaming experience for customers of its Sportingbet brand.  

Jette Nygaard-Andersen, Entain Chief Executive, said: “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’s 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.”