William Hill hones gaming strategy with Yggdrasil deal
Operator seals agreement to directly integrate the supplier’s full portfolio of slots games
William Hill has signed a deal to integrate Yggdrasil Gaming’s full suite of slots, building on the operator’s pledge to improve the customer’s gaming experience in 2017.
The London-listed bookmaker will directly integrate slots including Joker Millions and Vikings Go Berzerk, as well as Yggdrasil’s in-game promotional and social sharing tools.
“We have been hugely impressed by Yggdrasil’s commitment to innovation, and their collection of games is amongst the strongest in the casino sector,” Graeme Powrie, the operator’s gaming commercial director, said.
“We have opted for a direct integration so we can take full advantage of the in-game promotional tools and offer our players the exceptional experience they have come to expect from William Hill.”
The deal with Yggdrasil comes just weeks after William Hill’s group chief information officer, Kevin O’Connor, told EGR Intel the operator would place a “huge focus” on gaming this year.
Commenting on the deal, Fredrik Elmqvist, CEO at Yggdrasil Gaming, added: “William Hill is one of the most respected names in gaming, so it is obviously a huge thrill to add such a trusted and successful tier one operator to our ranks.
“Since gaining our Gibraltar licence six months ago, we have secured several major operators, and working with the very best in the industry is driving us forward and keeping us at the very top of our game.”
Earlier this month, Yggdrasil announced it had snapped up Andrew Pegler from Scientific Games as chief commercial officer for its Gibraltar office.