Copyright: beebright / 123RF Stock Photo

Esports Entertainment Group has announced the impending launch of Fiksukasino, a pay and play online casino brand that is charged with targeting the Finnish gaming market.

This comes as the esports entertainment and online gambling company lauds its Lucky Dino business as having “already experienced great success in Finland,” as the firm strives to be “at the forefront of understanding player appetite in the region”.

EEG says its pay and concept, which allows a player to bypass onerous registration processes, enabling safe and reliable play without delay, will put Fiksukasino “in pole position when it comes to traffic sources and scaling customer acquisition”.

“We are very excited for Lucky Dino to be launching this new brand. Bypassing the registration flow creates a much smoother and seamless experience for the player, offering instant deposit and withdrawals,” said Grant Johnson, CEO of Esports Entertainment Group

“This latest launch is a testament to the Lucky Dino team’s market awareness and product innovation and strengthens the foundations in a key market for the company.”

This comes after EEG last month closed the acquisition of Malta-based online gambling business Bethard Group, in a transaction that wass praised as “another great addition” by the firm.

The acquisition of Bethard, which operated the business-to-consumer arm of Gameday Group, included the addition of Swedish and Spanish gaming licenses. The deal saw the company expand its European portfolio to three brands; with the operation of Bethard then joining and

The transaction included a €16m ($19.5m) cash payment and a 12 per cent net gaming revenue share for two years. Bethard generated $31m in revenue in 2020.