Ninja Casino relaunches in Sweden as Enlabs COO promises a “different business mindset”
Popular pay and play brand returns to the market on parent company Entain’s tech stack following regulatory-enforced hiatus
Enlabs has relaunched the dormant Ninja Casino brand in Sweden and is looking to retake its prominent position in the regulated market.
Speaking to EGR, Enlabs chief operating officer Dainis Niedra revealed the efforts to bring the brand back the country following a three-year hiatus following regulatory failings.
No-registration pay and play site Ninja Casino had its SafeEnt operating licence revoked in Sweden in 2019 for serious deficiencies in its responsible gambling and anti-money laundering protocols.
Enlabs then swooped for SafeEnt parent company Global Gaming in October 2020 in a £13.2m deal, before being acquired by Entain for £316m in March 2021.
Entain has consistently reaffirmed its plans to relaunch Ninja Casino in Sweden, where it was one of the most popular brands in the market.
EGR understands Enlabs launched the Ninja Casino website at the beginning of July, with plans for a soft launch in mind.
The site is now live and accessible, with Niedra noting Ninja Casino had undergone the “biggest brand facelift project” in Enlabs’ history.
EGR also understands a local team led by a country manager will be based out of the Swedish capital of Stockholm to oversee day-to-day operations.
Enlabs COO Dainis Niedra
When pressed on what changes had been made to the Ninja Casino brand having seen its licence revoked, Niedra said the product was an entirely different proposition to its previous incarnation.
He said: “There’s an absolutely different team, different product and a different business mindset that stands behind the brand today. Those days are gone when the product was king and marketing was queen. Today it is compliance first.
“These days online gambling is more compliant than banking. We take this very seriously and understand that this is the only true way to build a sustainable business environment,” he added.
The newly launched Ninja Casino is based on the Entain tech stack, a move Niedra said helped accelerate the launch date, as by going in-house would have prolonged the timeline.
Niedra said the brand’s past success and recognition would serve as a solid foundation for future success moving forwards.
He continued: “Multiple brand awareness and keyword research we have made during the past quarters, and the soft launch results, give us high hopes for the future.
“I am not in the position to disclose financial plans, but we are definitely not here to be a low-tier market player,” Niedra concluded.