Relax Gaming Partners with William Hill
Relax Gaming has partnered with William Hill in order to boost its presence in the UK market. The deal will see more of its games than ever before available to UK players. In return, William Hill will benefit from fresh offerings for users of its platforms.
Relax Gaming’s portfolio consists of more than 2,000 games.
Global Expansion
Relax Gaming, a leading igaming aggregator and software developer, has announced a brand-new deal signed with William Hill. In what is set to be a huge boost to its UK footprint, Relax Gaming will expand its UK offerings through the famous operator. Its products will be made available via William Hill’s leading platforms, offering it an even bigger audience.
While Relax Gaming will receive increased exposure and new players, William Hill will also benefit from the deal. The new games will provide its loyal player base with fresh and engaging content. It will also receive a choice of all of Relax’s Powered by Relax and Silver Bullet platform partners.
William Hill will host Relax Gaming’s wide range of titles, of which there are hundreds. From its older fan favorites to its new releases, there is sure to be something for every William Hill player to enjoy. Players can look forward to the award-winning “Money Train 2”, a thrilling slot that offers a maximum win of 50,000x via its Money Cart Bonus.
The betting and gaming operator will also showcase “Top Dawg$”, which features a funky hip-hop soundtrack. It is bursting with special features, free respins, sticky wilds and mystery respins. Andrew Crosby, Director of Account Manager at Relax Gaming, was thrilled to announce to the new partnership, stating:
“Our partnership with William Hill evidences the value that Relax brings to the table for both the operators and the studios we work with. Offering the industry’s most sought after selection of gaming experiences, we’re highly confident that we’ll enjoy many years of working together.”
Crosby went on to speak about Relax Gaming’s commitment to offering the best solutions and market-leading content. As one of the UK’s top operators, the partnership marks a significant milestone in its strategy towards global expansion. It is also proof of the quality of Relax Gaming’s partnership programs and its growing reputation for producing excellent content.
Fresh Partnerships
Speaking on behalf of William Hill, the operator’s Head of Gaming Content Craig Staples welcomed the deal. Describing Relax Gaming as a leading supplier of game-changing content, he said that William Hill is delighted at the opportunity to offer its games, alongside slots from its selection of innovative partnership studios. Staples added:
“With a wealth of innovative and engaging products, they have already proven to be a real UK favourite. Relax’s portfolio will provide our players with the high quality, sought-after variety of slots that we strive to give them.”
Relax Gaming is now considered to be one of the leading aggregators in the industry, offering its partners titles from an impressive portfolio of more than 2,000 games. This ever-expanding collection consists of an array of diverse casino games, from its proprietary slots to hand-picked content from third-party studios.
Earlier this year, in May, it received its supplier license from the UK’s Gambling Commission, through its Gibraltar subsidiary. This was a great accomplishment for its expansion strategy, as it has opened up fresh possibilities in the UK market. It can now offer its range of casino games from its Gibraltar arm of the business to UK players.
In recent months, it has signed a number of lucrative deals with betting and gaming operators from around the world. In September it struck a deal with Ellmount Entertainment to offer its content through the operator’s MGA-licensed CasinoRoom website. Ellmount Entertainment also holds a Swedish gambling license, which bodes well for Relax Gaming’s plans to further its presence in the Nordic market.
In the same month, it also collaborated with LeoVegas to offer a new in-game BLAST! mechanism. The special feature allows players to skip through animations and standard spins to get to their favorite parts of the game. It also signed a landmark deal with PokerStars, opening up its catalogue to an international audience, including Italy and Spain.
Changing Times for William Hill
The company has been going from strength to strength over the last year, forging partnerships and developing new games. That hard work was recognized at the UK’s International Gaming Awards in September. It won the award for “Unique Gaming Company of the Year”. It also won two CasinoBeats Developer Awards at the SBC Summit in Malta.
In July, Relax Gaming was lucky enough to take four awards home from the prestigious EGR B2B Awards. These included awards in two headline categories, “Casino Software Supplier” and “Poker Supplier”. The judges praised the company’s innovative approach and bingo products, awarding trophies for “Innovation in Mobile” and “Bingo Supplier”.
William Hill is best known in the UK as one of the leading high-street bookmakers. However, it also offers online gambling and online casinos. Earlier this year it was acquired by Las Vegas casino and resort company Caesars Entertainment, for its 87 years of experience in sports betting. In the US, the sports betting market is still in its infancy, so American operators have turned to European gambling firms for expertise.
From the outset, Caesars Entertainment was clear that it was only purchasing William Hill for its US assets. After paying £2.9 billion for the takeover, it has sold the remaining assets to 888 for a sum of £2.2 billion. The auction has been a source of speculation for months, and Apollo Global Management, Tipico and Betfred were all rumored to have shown an interest.
While William Hill’s international assets were highly sought after, 888 is now under some pressure to make a success of the takeover. It must now fully integrate William Hill’s assets, which include its technology, brands and more than 10,000 new employees. It means a huge increase in scale for 888 and a far more diverse business.
