NetEnt Shakes Hands with ATG on Swedish Market Doorstep

Staff Writer Industry News, NetEnt 651

NetEnt, leading provider of digital solutions, is on its way to become “one of Sweden’s largest gaming operators” since it has entered into an agreement with Swedish horse racing operator AR TravochGalopp (ATG).

NetEnt will supply its award-winning content to Sweden’s main horse racing operators starting from 1 January 2019, when the new Swedish gambling law takes effect.

Owned by the Swedish Trotting Association and the Swedish Jockey Club, ATG was founded in 1974. With the aim of “guaranteeing long-term financial stability for trotting and thoroughbred racing”, the company is one of the Sweden’s largest gaming operators on the re-regulated market.

Changes are cooking from the early 2018 but on 7 June, Riksdagen, the Swedish parliament gave the green light the re-regulation of the market in the country which includes a tax rate of 18% for gross gaming revenues. The new legislation comes into force on 1 January 2019 and NetEnt plans to be ready to operate on the day of the opening.

Henrik Fagerlund, Managing Director of NetEnt Malta and CPO of NetEnt, said: “I am very proud that we are partnering up with ATG for the new Swedish regulated market. ATG has a very strong brand in Sweden, and with our experience in online casino and regulated markets, I am confident that we can support ATG in their ambitions to grow outside of horse racing.”

Expanding into regulated markets is a key part of NetEnt’s growth strategy so this deal is just like an ace in its hand. NetEnt went through a thorough qualification process and has been selected as an online casino supplier to ATG.

”Our ambition at ATG is to create a responsible and exciting casino experience with long-lasting relations to our customers. We are pleased that NetEnt will play an important role in achieving this ambition,” says Mikael Bäcke, Chief Product and Business Development Officer at ATG.

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