London-listed operator Betfair has expanded its gaming offering with the launch of a selection of games supplied by Sweden’s Net Entertainment.

The companies signed a deal last month, bolstering the selection of games Betfair offers alongside content from suppliers including Playtech, Microgaming’s Quickfire and bespoke games from The Games Company and Core Gaming.

It comes as Betfair’s online gaming offering has shown signs of growth with revenue up 45 per cent to £19.8m in the first quarter of its 2014/15 financial year.

The operator benefited from strong cross-sell during the World Cup and strong uptake of its mobile products following the launch of revamped Betfair Casino and Arcade apps.

Net Ent's managing director for Malta, Björn Krantz, said he was very pleased to launch the offering, which he said had been made possible by a “great collaboration” between his company and Betfair’s integration teams, allowing for a quick launch.

“I am sure Betfair’s players will enjoy the entertainment experience that NetEnt’s game portfolio offer and I look forward to our future partnership,” Krantz added.

While the deal will be focused on European markets, it comes as Net Ent is formulating plans to enter the regulated US iGaming market, with Krantz promoted to managing director and chief of North America market operations to lead the project.

The company is in the process of completing its application for a New Jersey supplier licence, where Betfair is active in partnership with the now-bankrupt Trump Entertainment, and is aiming to launch a its products in the state by the second half of 2015.

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