William Hill Bolsters Online Offering with Yggdrasil Gaming Casino Content

News

Online casino content supplier Yggdrasil Gaming today announced that it has inked a deal to boost the online gambling offering of major operator William Hill. The agreement has been signed through Yggdrasil Gaming’s newly established Gibraltar business.

William Hill said that it has opted for a direct integration so as to be able to take advantage of the provider’s popular slot titles as well as performance boosting tools, including the in-game promotional product BOOST and the social media sharing BRAG.

The William Hill deal has been Yggdrasil Gaming’s fourth since it established its 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.

Apart from Gibraltar, Yggdrasil Gaming currently holds licenses from the gaming authorities of the UK, Romania, and Malta where the company’s head office is located. Earlier this month, the gaming supplier also received a regulatory nod to enter Italy’s regulated iGaming market. First Yggdrasil Gaming titles are expected to go live in the local market in the second quarter of the year.

William Hill’s Bid to Boost Its Online Gaming Division

The addition of online casino content by an innovative and rapidly growing provider can certainly be seen as an attempt for William Hill to bolster its online offering. The operator’s digital division has had tough time over the past several years.

Last spring, William Hill issued a profit warning, making it known that the underperformance of its online business and the operator-unfriendly results at the 2016 Cheltenham Festival would result in full-year profit failing to meet original expectations.

In a trading update from January 9, 2017, the gambling operator confirmed that full-year profit was at the bottom end of the £260-£280 million range announced after the profit warning. William Hill pointed out that its online business started improving in the second half of 2016, a trend that was maintained until the very end of the year and the first days of 2017.

It is yet to be seen whether the operator’s efforts to boost its digital branch, including the addition of Yggdrasil Gaming content, will yield the desired results.

Comments are closed.