NetPlay TV Group built itself into the UK’s largest interactive TV gaming company, and built a strong reputation for itself that resulted in the company being bought out by Betsson for a cost of nearly £27 million earlier in 2017.
The sale seemed amicable by all accounts, with NetPlay CEO Bjarke Larsen saying at the time:
“A combination with Betsson would allow NetPlay to best utilise the enlarged group's assets to enhance the gaming experience for its customers…
“With the changing market dynamics and as the market continues to consolidate, we believe now is the right time to take advantage of this opportunity to realise value for all of our shareholders.”
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The main thing Betsson received when it bought NetPlay TV Group, as well as another high-profile name to add to its portfolio, was the three big casino brands that operated under the NetPlay banner, Supercasino, Vernons, and Jackpot 247.
Betsson is one of the best-known names in the global online gambling industry, owning brands including Betsson, Betsafe, Nordicbet, and more, alongside the newly acquired NetPlay brands.
Found in 2001 by two Swedish entrepreneurs who were two-thirds of the team that founded Mr Green six years later, Betsson has been going from strength to strength since its launch, and its acquisition of Betsson goes to show this, with CEO Ulrik Bengtsson saying at the time:
“With the addition of NetPlay and the continued organic growth, UK is on its way to become one of Betsson’s most important markets. Also, this acquisition is a good example of our strategy to acquire subscale operators where integration with Betsson’s systems and processes can realise synergies”.
It is clear that NetPlay TV is to become another tool in Betsson’s ambitions for domination, but it is a testament to the company that it raised its profile high enough for that to be true.