Entain plans to increase its workforce at its three in-house studios located in the UK, Italy, and India, with headcount expected to rise to around 300 within a year. This move is intended to support the development of new products for various markets, including the US.
The CR Games studio, situated near Oldham in the UK, will add eight new positions, increasing its staff to approximately 50. This expansion will allow the studio to launch innovative content, including free-to-play slot tournaments. Furthermore, following a recent sponsorship deal between Entain’s PartyCasino and PartyPoker brands and McLaren, the company will also focus on creating exclusive Formula 1-themed casino content and games later this year.
In addition to casino games, Entain is investing in immersive technologies, with plans to release its first virtual reality product — a multi-activity sports club — within the year. The game studios are also customizing content for international markets. For example, Win Studios is tailoring Entain’s core bingo product to design a sports-themed gaming experience for customers of the Sportingbet brand.
Jette Nygaard-Andersen, Entain's CEO, emphasized the company's commitment to providing excellent customer experiences. "We love giving our customers great experiences and exciting entertainment as that is the bedrock of what we do," she stated. She added that increasing investment across its in-house studios will enhance offerings for customers within all 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," Nygaard-Andersen explained, noting that this strategy will help grow the business while generating fresh insights for further improvements.
Colin Cole-Johnson, Entain’s gaming director, remarked on the advantages of developing original games. "Developing more of our own games means we have complete control over what goes into them, not just in giving our customers a great experience, but also keeping them safe."
In a trading update released on 8 July, Entain raised its earnings forecast for the full year 2021 to between £850 million and £900 million, citing significant growth in sports betting and retail revenue alongside stable online revenue during the first half of the year.
