Unibet to leave MPN for standalone poker software
Unibet to launch own casual player-focused product as it describes poker networks as "not sustainable"
Swedish-listed operator Unibet is to leave Microgaming’s MPN network to launch a casual-player focused standalone poker product in partnership with Relax Gaming.
The company plans to move to the new product, which features software developed for both the Unibet and Maria brands by Relax Gaming, in Q1 2014 with the operator also investing 1.25m in the Estonia-based supplier.
Head of egaming at Unibet, Daniel Eskola, described the decision as an important step after gross winnings revenue for the vertical in Q3 fell 26% year-on-year.
“The environment in the online poker industry has changed over the years and we have come to the insight that being part of a poker network is not sustainable for Unibet in the long term,” Eskola said.
“This project has given us the possibility to start from a blank piece of paper and define everything we believe is important for a fun poker experience,” he added. “In a way, our goal is to bring the fun back to poker by creating software with a clear focus on the casual player.”
The Unibet Poker software, which the operator said it was closely involved in designing, is set to include a range of new features targeting casual players such as 3D backgrounds, ability to change avatar and screen name, and achievements and missions.
The decision by Unibet to leave the MPN network comes after Ladbrokes signed a deal in March to switch gaming software provider from Microgaming to Playtech, with the transition expected to complete in the near future.
However, Eskola said that Microgaming will continue to supply casino content to the operator. “Our relationship with Microgaming remains strong, and we are continuing to offer Quickfire games in our casino,” Eskola said.
In September, Unibet’s head of poker Steve Cutler left after six years at the operator and was replaced by former Ladbrokes employee Martin Stalros.
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