Global Gaming has eye on Sweden with Estonia move

Global Gaming chief growth officer Alessandro Focardi believes Estonia will provide the ideal launchpad for “several new marketing channels” in relation to the re-regulated Swedish market after a subsidiary of the company secured a licence in the Baltic state for the Ninja Casino brand.

The Estonian Tax and Customs Board granted Global Gaming’s Safe Ent subsidiary a licence, thereby approving the company’s PayNPlay service.

Ninja Casino, which offers more than 200 slots from the likes of NetEnt and Play’n GO, removes traditional registration requirements and features a bespoke payment solution that only requires a deposit via a player’s bank and ensures most winnings are paid in less than five minutes.

Focardi (pictured) told iGamingBusiness.com that a launch date for Ninja Casino in Estonia would be kept under wraps for the time being, allowing the company to tweak the offering so it has a special appeal to the local market.

“We're very much interested in doing things right and creating a truly 'local' experience, not simply translating the site and materials and going live,” Focardi said.

“We want to offer a tailored experience to the Estonian users that speaks to them and addresses their unique situation.

“Estonia represents a very interesting market when it comes to launching Ninja Casino due to its size and the high level of technology literacy of the population.

“We believe there is an opportunity to be disruptive and deploy several new marketing channels that will be useful for us once the Swedish market is regulated.”

Sweden remains a primary focus of Global Gaming ahead of the market opening up on January 1, 2019.

In April, the company entered into a partnership with Swedish agency Tre Kronor Media to boost its presence in the country, where it has already enjoyed “unprecedented organic growth”, according to Global Gaming’s chief marketing officer, Morten Madsen.

Focardi added to iGamingBusiness.com: “TreKronor has been a great ally when it comes to Sweden. Our cooperation is going strong and growing every day. We're happy to have their insights and experience in the markets and very much look forward to working closer with them.”

Global Gaming chief executive Joacim Möller said that the latest move into Estonia “sends a strong signal” in the region and beyond.

Möller said: “Following our recent licence awarded by the Maltese Gaming Authority, we continue to evaluate opportunities in other jurisdictions.”