UK-based gaming firm Entain is planning to focus on its online betting segment, doubling investment in its game development studios as it closes large numbers of betting shops.

The company’s new Chief Executive likened the focus on original online content to that of Netflix, particularly to “add new experience to reach out to customers”.

The shift includes a doubling of its workforce at in-house studios in the UK, Italy and India.

The new content would include free to play slots tournaments and “new experiences for customers using immersive technologies”.

The group on Thursday also reported a jump in first-half net gaming revenue, up 11 percent, with record betting on the Euro 2020, estimating customer bets on the tournament at about 250 million pounds.

Its online business rose 22 percent in the second quarter, making it the 22nd consecutive quarter of double-digit growth for the segment.

The group’s CE says Entain is also looking to develop gambling products for eSports fans, as well as looking at around 50 new markets “which are becoming fully regulated”.

Company release