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The Microgaming Migration Continues

In September news broke that all skins on the IGT Poker platform, formerly known as Entraction, will be forced to find new homes ahead of the network’s closure on December 11.

IGT acquired Swedish-owned Entraction in May 2011 for approximately £70 million. Liquidity, however, has diminished since. It is the worst performing European network in the last twelve months, losing more than 50% of its cash game traffic.

IGT pulled out of key markets such as Canada, Israel, Norway, Russia and Turkey last year; as a result, operators like BetVictor have set up secondary skins on other networks.

The list of operators migrating to Microgaming is growing: iGame Malta, which owns and operates 24hPoker, NoiQ and Pokerihuone, is set to move; BetVictor, formerly VictorChandler, will shift all brands by September 27; and the Paf Group will join fellow Nordic-facing operators Betsafe and Unibet on the network.

Now add Betsson to the list. Microgaming announced today that the Swedish operator will roll out a poker offering on the network, while maintaining its current Ongame skin. Betsafe, recently acquired by Betsson, will also follow suit.

Betsson will be one of the first operators to go live with Microgaming’s new lobby design, the company announced. “In cooperation with a number of other key operators, Betsson was integral in shaping the design and functions of the new lobby.”

Further arrivals are on the way. “The [Microgaming Poker Network] is in advanced discussions with a number of other major operators,” according to a statement from the company.

Lydia Melton, head of network games, described its appeal: “[Microgaming] has seen significant advances over the past year, with developments by the Network Management Board and the launch of our True Value rake allocation method making it the natural choice for leading operators.”

The Microgaming network is currently eleventh in PokerScout’s cash game rankings. However, Dan Stewart of PokerScout told PokerUpdate that the addition of traffic from IGT skins could bump Microgaming into fifth spot.

 

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