Esports Entertainment Group takes pay and play plunge in Finland
Esports-centric operator expands presence in Scandinavia as Lucky Dino subsidiary set to manage new venture
Esports Entertainment Group (EEG) is set to launch a new pay and play casino in the Finnish market.
The Malta-headquartered firm announced the launch of Fiksukasino as it looks to tap into the pay and play vertical that is hugely popular across Scandinavia.
Pay and play casinos allow players to bypass lengthy registration processes by tapping into individuals banking identification cards.
EEG said the move to pay and play would put Fiksukasino in “pole position when it comes to traffic sources and scaling customer acquisition”.
The operator’s Lucky Dino subsidiary, which it acquired in December 2020 in a £22.2m deal, will manage the new casino.
EEG noted the Finnish igaming industry grew by around 9% in 2020 to be worth nearly $3bn as it cited its core reasons for the launch of its new brand.
Grant Johnson, EEG CEO, said: “We are very excited for Lucky Dino to be launching this new brand. Bypassing the registration flow creates a much smoother and seamless experience for the player, offering instant deposit and withdrawals.
“This latest launch is a testament to the Lucky Dino team’s market awareness and product innovation and strengthens the foundations in a key market for the company,” he added.