Global Gaming expands Ninja brand into sports betting

Global Gaming has diversified revenue streams after launching a Ninja-branded sportsbook product.

The sports betting site soft launched to select users this month before going live in full on 24 August via the brand’s Estonian operating licence.

The product is powered by sportsbook supplier Altenar and is available on the same domain as the operator’s flagship Ninja Casino brand.

Global Gaming CMO Morten Madsen revealed to EGR that consumer requests for an online sportsbook had increased significantly over the last year or so.

“We will slowly and steadily see how it goes before kicking on with the marketing initiatives we had planned for 1 September,” said Madsen.

“It will provide the same visual experience and benefits as Ninja Casino as it will be the same clean-cut user experience with the same gameplay advantages our players are used to.

“We have a background as a casino operator as that is what we are very good at, but we also wanted a more diverse revenue stream as that should be the focus of most companies.”

Estonian legislation allows operators more leeway in terms of sports betting advertising as casino and games of chance marketing is heavily restricted.

On potential cross-sell opportunities, Madsen said: “The expectation is that there will be an overlap of these customers between casino and sportsbook, but we will need to monitor that over time.”

Global Gaming returned to profitability in Q2 2020 after a troublesome 15 months following the loss of its Swedish gambling licence.