Games provider Yggdrasil partners with Bally’s to expand UK presence

Online slots provider Yggdrasil have announced a partnership with Virgin Games owner Bally’s UK. 

Bally’s, who also owns Jackpotjoy, Double Bubble Bingo, Bally Casino and more, will now have access to Yggdrasil’s extensive online casino games portfolio. 

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The partnership is the latest commercial expansion for Yggdrasil in the UK regulated market, who are now partnered with over 180 operators worldwide. 

Jose Simon, CCO at Yggdrasil, said: “Bally’s have a major presence across the UK and we are delighted to roll out our comprehensive slot offering to its players.

“We have made a strong commercial start to the year which this deal only reinforces, with our goal of putting our best-in-class content in front of as many players as possible to further grow the Yggdrasil brand.”

Players of Bally’s owned websites will now be able to enjoy all of Yggdrasil’s games including DoubleMax titles and its very popular Viking series of slots. 

Plus, Yggdrasil’s market-leading Game Engagement Mechanics (GEMs), which include DoubleMax, is now available for Bally’s players to enjoy. 

The head of product operations at Bally’s, Dezso Pazmany, added: “Yggdrasil is widely recognised as a leading creator and distributor of exceptional content, and we take pride in offering our players top-tier games from the industry’s biggest names.

“Yggdrasil perfectly aligns with this vision, and this partnership allows us to bring a vast collection of well-established and highly regarded content to our online casinos.”

As part of the partnership Bally will have access to Yggdrasil’s partner YGG Masters studio, which boasts games including the electrifying 7x7 Zeus and Big Bucks Bison 10k Ways. 

This is not the first UK partnership that Yggdrasil have announced this year. Last month, the company announced a deal with Mecca Bingo and Grosvenor Casinos owned by the Rank Group. 

When announcing that deal, Simon added: “In any market, large or small, success is often influenced by the partners you choose to collaborate with.

“The Rank Group offers us an incredible opportunity to grow our market share in a competitive jurisdiction with a leading operator and we couldn’t be more pleased with this partnership.”

Yggdrasil, which is often referred to as YGG, aims to bring innovation and imagination together via its extensive selection of games. 

With their games being available in over 28 regulated markets, the company are looking to expand their UK portfolio. They tell their partners to “Step right in, the magic’s already in motion!” 

Other UK brands that have access to the company's slot games include: William Hill, bet365, Betfred and PokerStars.

Bally's will now join these platforms and have access to over 260 games that range across retail, lottery and online casino.