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Entain PLC is going to double the investment in its in-house games studios to accelerate and expand its ability to provide customers with new and exclusive products and experiences.

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Headcount will double to around 300 people across Entain’s three in-house studios in the UK, Italy, and India within a year, to deliver exciting, exclusive new products and experiences across all its markets, including the US. CR Games, Entain’s UK games studio based near Oldham, Manchester, will initially create 8 new roles taking its headcount close to 50.

New content includes free-to-play slots tournaments, believed to be the first of its kind, giving customers a great choice of free games to play and win cash prizes.

Following the recent sponsorship between its PartyCasino and PartyPoker brands and McLaren, customers will get exclusive access to Formula 1 themed casino content and games later this year. Entain is also developing new experiences for customers using immersive technologies and plans to upweight this capability at its in-house studios. The Group’s first VR product for customers – a multi-activity sports club – is due later in the year.

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“We love giving our customers great experiences and exciting entertainment as that is the bedrock of what we do. Increasing our investment across all three of our in-house games studios will provide more of that for our customers across all our global brands,” Jette Nygaard-Andersen, Chief Executive of Entain, said.

“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. This not only helps to grow our business but brings fresh insight, so we can further improve the offer for our customers,” Jette Nygaard-Andersen added.

“Our priority is always to create exciting, engaging products that give our customers choice. Not only does this enhance the experience for the millions of people who enjoy our products, but is an important driver of Entain’s growth. These exclusive, innovative, and tailored games are really valued by our customers. 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,” Colin Cole-Johnson, Gaming Director at Entain, said.

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