Entain has continued its nuanced approach to slots engagement, launching a debut title from ReTrigger Games, a specialised games studio focused on developing content for BetMGM.
The studio has unveiled Joker 777s, a 5×3 reel slot with three prize pots that can combine to enhance bonuses for players.
It bolsters Entain’s stable of in-house studios, which includes CR Games, a studio focused on the UK market, the indie-game studio Vertical Games and Win Studios, focused on games for an international audience.
Gareth Childs, Head of Game Studio for ReTrigger Games, posted on LinkedIn: ”Proud day for ReTrigger! It’s been a challenging path, but an enjoyable one. This is not only the 1st game for the Studio, but has been produced by a studio of people in new and unfamiliar roles, over half of which are new to slots entirely! I’m really impressed and looking forward to a very bright future with my new colleagues.”
BetMGM, a joint venture between Entain and MGM Resorts International, currently offers iGaming in Michigan, New Jersey, Pennsylvania and West Virginia. At the same time, its sports betting arm is available in 23 states across the US.
Founded in 2018 to capitalise on the legalisation of online sports betting in the US, the operator has grown to represent a significant financial contributor for Entain.
In Q3 2025, BetMGM generated net revenue of $667m, up 23% year-on-year, with iGaming contributing $454m to this figure.
“BetMGM’s continued success and strong year-to-date performance is driven by our strengthened sports product and leading iGaming offering, coupled with refined player engagement. We are delighted that BetMGM is achieving sustainable profitable growth and expects to begin distributing cash to parents later this year,” Entain’s CEO, Stella David, told investors.
Currently, BetMGM Casino features content from the likes of White Hat Studios, EveryMatrix’s Spearhead and Armadillo Studios and Bragg Gaming Group.
However, Entain is also not unique in seeking to develop in-house content.
Flutter’s Sky Betting & Gaming Studios develops proprietary slots and arcade games for Sky Bet and Sky Vegas. Meanwhile, Caesars Entertainment also operates internal studios focused on exclusive online casino content for Caesars Palace Online Casino and Caesars Sportsbook & Casino.
Craig Turner, Head of Studios for Entain’s CR Games, previously detailed how being under the Entain umbrella allows the studio to take advantage of having access to aggregated customer data from Entain’s B2C arm.
Speaking on the Entain Voices podcast, he said: “We can now look at profiles in our games that target those players. If we know we’ve got a player that will only do an average of 80 spins per game, I know that I need to deliver them some value or show them something within those 80 spins to give them a reason to come back.
“So we can build our roadmap around the data that we’re provided with. It’s a massive benefit, not just the fact that we’re looking at the in-house studio data, but the fact that we can see what our competitors are doing and base our maths profiles on that data as well.”
Alongside this, developing in-house content will allow BetMGM to develop content specifically for its audience and incorporate the company’s brand identity.
iGamingExpert Analysis: The slots market is so competitive a nuanced approach can be crucial to raising the ceiling on engagement. The approach of Entain is certainly an interesting one, whilst the first release marks a key milestone, it will be fascinating to see how the operator’s titles evolve in 2026.
