Yggdrasil secures direct integration partnership with William Hill

Malta-based Yggdrasil Gaming has agreed a direct integration with William Hill in the latest coup for the supplier’s fast-growing Gibraltar operations.

William Hill will now be able to fully utilise Yggdrasil’s in-game promotional tools, BOOST and social sharing tool, BRAG as well as having access to Yggdrasil’s full suite of slots, including titles Joker Millions, Viking Go Berzerk and Big Blox.

After some difficult years for William Hill’s digital division, this addition to the operator’s casino content will certainly be seen as an attempt to strengthen its online offering.

Gaming Commercial Director at William Hill, Graeme Powrie comments: “We have been hugely impressed by Yggdrasil’s commitment to innovation, and their collection of games is amongst the strongest in the casino sector.

“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 William Hill deal will be Yggdrasil Gaming’s fourth since it established it Gibraltar office. The company was awarded a license by the Gibraltar Regulatory Authority in June 2016.

Signing major gambling operators, including William Hill, and securing licenses from different regulated jurisdictions has been an important part of the supplier’s growth strategy.

At the beginning of this year, Yggdrasil also received regulatory approval to enter Italy’s regulated iGaming market, with Yggdrasil Gaming titles expecting to go live in the local market in the second quarter of the year.

Fredrik Elmqvist, CEO at Yggdrasil Gaming, adds: “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.”