International edition
September 25, 2021

Exclusive interview with Simon Hammon, Chief Product Officer, NetEnt

“We’ve got new developments coming across the business, from live casino to new features and functionalities”

“We’ve got new developments coming across the business, from live casino to new features and functionalities”
On March 14, NetEnt launched the Innovation Week 2016 in an effort to unearth new products and platform developments. In an interview with Yogonet, Simon Hammon said, “Having an innovative and forward thinking culture is one of the key defining areas of
Sweden | 03/22/2016

On March 14, NetEnt launched the Innovation Week 2016 in an effort to unearth new products and platform developments. In an interview with Yogonet, Simon Hammon said, “Having an innovative and forward thinking culture is one of the key defining areas of NetEnt.”

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s part of NetEnt's Innovation Week 2016, the company opened its doors for employees to pitch their product ideas at senior figures. Which projects caught your attention?

There were some incredible ideas and innovations for this year’s NetEnt – but I’m afraid you’ll have to wait and see which ones caught our attention.

We encourage ideas from all parts of the organization, with the best ones helping to shape new products and working practices. Having an innovative and forward thinking culture is one of the key defining areas of NetEnt, and yet again there were ideas t that touch every part of the business, across employee enhancements, game ideas, new business area and general innovations.

Some aren’t initially possible, so we give feedback and look to shape seeds of ideas into properly formed possibilities. Then again, there are some which are so good we just say ‘go ahead and do it – we support you.’

"We’ve benefitted from growth into new regulated markets such as the USA or Italy"

Why is passion key to success?

Passion is absolutely key. We see that in our employees who really embrace what innovation week is about, ready to be enthusiastic about improving our products and the environment around them. Following passion, we then think about uniqueness – those employees who strive to make something completely new that hasn’t been thought of before – and teamwork are two of the values that really help us come up with some fantastic sparks of innovation.

Where is the potential for growth?

The gaming industry is in a golden period of innovation and growth. Over the past few years we’ve seen the mobile revolution take hold, multi-channel releases are now the norm and new startups are joining the industry on a daily basis.

At NetEnt, we’ve benefitted from growth into new regulated markets such as the USA or Italy, while we’re also leading the way on taking advantage of new distribution channels and innovation possibilities. The business landscape is changing constantly so there are always new opportunities to be had.

"Over the next few months, NetEnt is going to continue to enter new markets as they regulate"

What will be your areas of focus in the next months? What can we expect from NetEnt over the next year?

Over the next few months, NetEnt is going to continue to enter new markets as they regulate. There’s a lot happening in the European landscape, in particular, which is of interest.

On the games front, there are lots of exciting developments. We’ve got new games coming every month, while our huge NetEnt Rocks series, including Guns N Roses, Jimi Hendrix and Motorhead, will continue its release schedule. Elsewhere, we’ve got new developments coming across the business, from live casino to new features and functionalities that will support out customers.

NetEnt will continue to build on its continued success, driving innovation and producing the highest quality products.

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