NetEnt is still by far the most popular supplier of slots in the Nordic markets. However, the situation seems to be changing rapidly. Their leading position is no longer guaranteed. Many other companies are entering the market and gain decent exposure at online casinos. IGC is following the gambling market in Scandinavia closely. The trend is clear. NetEnt is losing the momentum and new slots suppliers are taking over.
When it comes to the competitive landscape in terms of online slots, NetEnt still seems to have around 50% of the market. Based on our analysis and observation, we believe that NetEnt has lost around 10% of the market share during last 12 months. Some of the reasons for this might be:
- NetEnt slots being more expensive than the ones from the competitors;
- New slots suppliers enter the market;
- As the number of online casinos has increased tremendously during last few years, they compete with each other by promoting unique casino games;
- Affiliates have written everything they can about NetEnt and are focusing on new slots where the best SERPs are not highly competitive.
One thing is obvious – the landscape is changing. NYX and NextGen Gaming seem to have successfully finalized the merger. They continue growing by acquiring assets from a number of other suppliers. They are now offering plenty of slots from Cryptologic, Chartwell, Openbet and Lightning Box Games, which has led to a quick growth in exposure of their slots in Nordics.
Slots from Play’n Go, once infamous for being boring and weird, have now reached the quality level that lets the best casinos online including them into the offering and promoting them. This Swedish company seems to have what it takes to stay in the game and compete with the giants.
Playtech has acquired Quickspin, which is a clear signal that they will focus more on Sweden, Norway and Finland during next few years. For the moment only hardcore Scandinavian gamblers are familiar with Playtech top titles such as Gladiator, Desert Treasure, The Mummy and Marvel series of slots. This is set to change.
The only industry giant who doesn’t seem to know what to do with Scandinavian market is Microgaming. Their new releases get only some days in the spotlight at online casinos that are popular in Sweden, Finland and Norway. Immortal Romance is still their most popular slot title. Not even Mega Moolah and branded slots – Jurassic Park, Game of Thrones and Tomb Raider, to mention a few, help Microgaming to become competitive. They still however have a bit of market share, mostly thanks to the quantity and the availability of slots at many casinos online than the quality and popularity.
IGT, WMS and Bally are still not considering Scandinavian casino market as their top priority and are, hence, excluded from the analysis.
New casino suppliers
Apart from the suppliers that have been around for many years, there are quite a few new casino suppliers from Scandinavia or run by managers from Scandinavia that have entered the market in 2014-2016.
- Yggdrasil – the most popular from these three. If there would be an award for the Break-through of the Year, Yggdrasil would win the prize;
- ELK Studios – new small supplier that is focusing on mobile slots and tricky betting strategy features;
- Thunderkick – a Swedish company that creates fresh and unique slot games in 3D. Their most famous slot is Esqueleto Explosivo.
Other new casino suppliers that we see more and more of in Sweden, Norway and Finland are Push Gaming, SG Interactive, Genesis Gaming and Big Time Gaming.
Top slots suppliers in Scandinavia
We assume that the situation regarding top slots supplier companies in Scandinavian countries excluding regulated Denmark is as follows:
- NetEnt – approximately 50% market share;
- Five companies have a market share of between 6 and 10%, including Yggdrasil, Microgaming, Play’n Go, Quickspin and NextGen/NYX;
- The rest of slots suppliers have remaining 10%, including but not limited to Push Gaming, SG Interactive, Big Time Gaming, IGT, WMS and Bally.