5 Questions with Bjorn Krantz

Managing Director and Chief of North America, NetEnt

NetEnt has recently entered the U.S. market with its B2B iGaming products and services. Bjorn Krantz heads up the company’s U.S. operations, and explains why the experience and quality of the iGaming pioneer will give it a leg up as the U.S. market expands. The company is currently active in New Jersey and plans to expand as other states approve legal iGaming. NetEnt operates only in regulated legal iGaming markets around the world.

He spoke with GGB Publisher Roger Gros at the ICE trade show in London last month.

What is the NetEnt strategy in entering the U.S. market?

We plan to offer our content on slot games for desktop and mobile to start our roadmap in the U.S. Later, we plan to offer our table games, as well. We pride ourselves as being creative and innovative in everything we do, and that will make a difference in the U.S.

What are you going to bring to the U.S. that hasn’t been seen up to this time?

One differentiation will be the look and feel of the games themselves. We’ve been around for 20 years and have been developing online casino games for the players. So, we know exactly what they want and need, and what they respond to, using the knowledge and experience that we have compiled during all that time. In New Jersey, this type of offering is unique, and we have been able to attract new players to the games.

Another aspect is the depth of business intelligence we bring to the table. Over all these years, we have a lot of player history that can be used to help our clients optimize their operations. We can provide statistics that back up suggestions on how to improve the player experience and other things that will improve the overall site.

Many European companies have been reluctant to come to the U.S. because the market is so small. Why did NetEnt make that decision?

We came into New Jersey because we felt that New Jersey, with its larger population, was enough to make it interesting for NetEnt. We committed to the licensing process there in mid-2014.

You have some interesting branded games. You recently launched Guns n’ Roses and Jimi Hendrix games. How did that come about?

We always look for the most iconic, mass-market brands. We believe brands complement our games, and put a lot of work into signing them up and then developing a game that is respectful of their brands. We’ll launch both of those games in the New Jersey market in March, and we’re very excited about it.

You have a “live” casino product in Europe where live dealers take online wagers. Does that have an application in New Jersey and the U.S.?

Absolutely. Over time, we’ll see different products being added, and this will be one of them. We’ll have to see how the compliance and oversight requirements work on it. Our product is strong in Europe, but in the U.S. we’ll need more critical mass, I believe, before trying something like that.

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