Gambling News

William Hill Reaches Content Deal with Yggdrasil

- January 30, 2017 By Oliver Young -

The two companies reached a deal that's expected to be mutually beneficial.

William Hill will include Yggdrasil’s gaming content from now on.

William Hill was in the news quite a lot during 2016. During the summer, few other companies submitted a takeover bid for William Hill which was eventually rejected by the company. Many saw that as a sign that the company’s reputation is not as sound as it was. In the past it was usually William Hill the company that initiated takeover bids and last year for the first time it was a subject of such a bid.

The company later on was considering a merger with Canadian gaming software provider Amaya, but the deal didn’t go through. William Hill was one of the betting operators that lost money after the Brexit referendum was successful. In short, it can be said with a certain level of confidence that 2016 wasn’t the best year for the operator and it is clear that the company would be looking to improve in 2017.

It Has Been a Successful Period for Yggdrasil

One of the first decisions that William Hill reached in 2017 was to strike a deal with popular casino software provider and content supplier Yggdrasil. Yggdrasil is based in Malta, but it has premises in Poland and Gibraltar. The company is licenced and regulated in four European jurisdictions, Malta, Romania, Gibraltar and the UK. In fact, the company entered the UK market in April in 2014. Recently, the company got the green light from the authorities of Italy and will be entering the market in the country soon.

It is expected that the new deal and the content that Yggdrasil will provide to William Hill will be a significant boost to the company’s online casino games library. Yggdrasil’s Gibraltar branch signed the deal with William Hill on behalf of the company.

According to the deal, William Hill will be able to directly integrated Yggdrasil’s content into its gaming offer. That way, the operator will benefit from the popular in-game promotional tool ‘Boost’, as well as ‘Brag’, which a social media sharing feature developed by Yggdrasil.

Yggdrasil have been pretty active ever since the company’s Gibraltar branch was established. Yggdrasil received the Gibraltar licence in June in 2016 and since then has struck four gaming content deals with operators that operate in various jurisdictions. It is clear that this provider plans on expanding its operations further.

William Hill Expects Profit Boost

After the profit warning that William Hill issued last year, in which it was stated that the company doesn’t expect to make a huge profit in 2016, mostly due to the unexpected results of the Cheltenham festival as well as some other events, it was expected that the company would be looking for ways to boost its profit.

It is not a secret that William Hill’s online department has been underperforming in the past year or so.  The figures that were released at the beginning of 2017 showed that the company’s profit for 2016 was at the bottom line, despite the fact that the company had a more successful second half of the year.

Now, it is expected that the Yggdrasil content will help them improve their operations even further and record higher profits in 2017.



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