NetEnt Live Sees Live Casino as Strategic Edge for Operators

Live casino products have emerged as a meaningful point of distinction for gambling operators during periods of disruption, according to NetEnt Live director Andres Rengifo. The executive pointed to the segment’s resilience during the pandemic as evidence of its strategic importance.

Rengifo said live casino activity stood out at a time when much of the wider market faced pressure. He linked that performance to the format’s ability to support both customer acquisition and financial stability. “Given that the vertical has consistently outperformed the market, a rare achievement in these uncertain times, it can be a key differentiator in a product portfolio that not only attracts new players but drives revenue,” he said.

The comments reflect a broader reassessment of live casino’s role within online gambling portfolios. Once viewed as a niche offering, live dealer products increasingly serve as a central component for operators seeking to maintain engagement during volatile periods.

Rengifo also highlighted changes in who plays live casino games, noting that the audience has evolved significantly in recent years. Earlier perceptions tied the format to a narrow segment of players, but product development has altered that picture.

“Five years ago, the live casino player base was typically dominated by males aged over 35. But the introduction of new game formats is shifting the demographics and establishing a more gender balanced audience of casual players,” commented Rengifo.

According to him, this shift reflects deliberate efforts by suppliers and operators to make live casino products easier to access and less intimidating for new users. He added that the sector has prioritized usability and presentation, allowing it to move beyond its earlier association with high-stakes play. “Improving accessibility has been a core focus for the sector and succeeded in extending the appeal of live casino beyond the stereotypical VIP and high-stake player types.”

These changes have helped position live casino as a flexible product that can respond to changing consumer behavior, particularly during periods when land-based venues face restrictions.

NetEnt’s perspective on live casino sits within a longer corporate history. Founded in 1996 as Net Entertainment, the company has operated exclusively in the gaming sector since its inception. It became publicly traded in April 2007, when it listed on the Stockholm Stock Exchange.

Leadership changes followed over the next decade. In 2018, Therese Hillman took over as President and CEO, succeeding Per Eriksson. Hillman previously served as chief financial officer and was formally appointed by the board on 22 May of that year. During the same period, NetEnt expanded its commercial reach by launching an affiliate arm, NetEnt Games, which promotes selected operators, bonuses, and titles tied to the NetEnt brand.

In 2019, NetEnt pursued growth through acquisition, purchasing rival supplier Red Tiger. The transaction was valued at £200m, with an additional earn-out of £23m, and placed the combined business in a stronger competitive position within the content supply market.

That position drew the attention of Evolution. In June 2020, Evolution made an offer to acquire NetEnt for SEK 19.6bn, a deal completed by November of the same year. Following the transaction, both NetEnt and Red Tiger became brands within Evolution’s portfolio.

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Evolution stated during the acquisition process that it would carry out a “total reorganisation and integration” of NetEnt’s operations. That plan resulted in internal restructuring and a renewed emphasis on slot development.

One immediate consequence was the closure of NetEnt’s Qormi live games studio, which led to the loss of approximately 300 jobs less than a month before Christmas 2020. Despite the closure, Evolution continued to integrate NetEnt’s intellectual property into its live casino roadmap.

In 2021, Evolution released Gonzo’s Treasure Hunt, its first live casino title using NetEnt intellectual property. The launch marked a milestone in blending NetEnt’s established game brands with Evolution’s live dealer expertise.

Shortly afterward, in April 2021, Hillman stepped down as CEO of NetEnt following the completion of the acquisition.

Source:

“NetEnt Live exec: Live casino can be key differentiator in uncertain times“, gamblinginsider.com, January 27, 2026.