Swedish Provider Heads East

November 21, 2008 (InfoPowa News) — Fresh from its successful acquisition of a sub-licensor imprimatur from the Isle Of Man jurisdiction, the Swedish online gambling software provider NYX Interactive has announced a sales initiative into Asia.
 
Staffan Lindgren, CEO of the company, revealed this week that NYX is to open an office in Singapore as part of its strategy to generate Asian business.
 
"As part of our expansion plan this is a strategically important decision," Lindgren said this week. "Europe is within our reach; overall interest in the company is high and the number of customers steadily increasing. We need to extend our capacity to meet the market's need of our products. Now we are able to look towards the East to the gigantic Asian market."
 
Regional operations create increased speed-to-market and boost efficiency, and NYX is also keen to establish a presence where the active market is or will be in the near future, says Lindgren. NYX Interactive also has plans to participate in the upcoming I-Gaming Expo in Macau for the first time as part of its Asian initiative.
 
Lindgren says that his company's experience and technology enable it to offer flexibiility and speed. "[Operators] … cannot afford to be locked into long, ironclad lead times with restrictions that prohibit rapid expansion. To strengthen our offering in the increasingly consolidated market place, we have to be able to provide this possibility," he says.
 
NYX Interactive has worked with the WLA (World Lottery Association) and commercial gaming operators. The company was established in 2006 and is listed on the Stockholm exchange.