NetEnt is about to enter the sports market via a partnership with eight-time British champion jockey Peter Scudamore.
The Scandinavian developer has produced a horse racing slot game, set to go live next year before the Cheltenham Festival, that will feature Scudamore's instantly-recognisable voice, his images, and his name.
Scudamore's Super Stakes will be NetEnt's first sports branded product, and will featured actual racing content and high-volatility game mechanices - offering big jackpots, much like the possibilities in real-life horse racing.
NetEnt's deal with Peter Scudamore was crucial to their decision to launch a horse racing video slot game, Scudamore hailing from a British horse racing dynasty.
After a 15-year career as a jockey, during which he won 13 Cheltenham Festival races, he was awarded an MBE for services to racing and now assists trainer Lucinda Russell, his partner, as well as serving as a regular expert voice on BBC Radio.
“As one of the most revered jockeys and horse racing personalities of all time, Peter Scudamore is the perfect personality for us to partner with to launch our first sports-themed branded title,” said Bryan Upton, Director of Game Products at NetEnt.
Who added: “This is a landmark product for NetEnt and we are sure slots players and racing fans will be thrilled with the results when the game launches next year.”
Scudamore's Super Stakes is joining a new premium branded portfolio that includes some of film, television, and music's biggest names - and NetEnt intends to begin rolling out this month.
Cult TV show Vikings - quite aptly - handed game rights to the Swedish operator in February of this year, and the launch of the video slot game is scheduled for November 22. Here's the first Vikings slot game preview:
The Vikings launch follows 2018 releases of two premier film games, Jumanji Video Slot in June and The Phantom's Curse in January, with Narcos penned for early 2019. NetEnt secured rights to the crime drama series, based on the life of drug baron Pablo Escobar, in September.