Yggdrasil has expanded its presence in the UK igaming market through a new partnership with Bally’s, bringing its full portfolio of slot titles to a broader audience across the operator’s UK-facing brands.
The agreement sees Yggdrasil’s content integrated across Bally’s UK properties, including Virgin Games, Jackpotjoy, and Bally Casino. Players will gain access to a wide range of titles, from popular legacy series such as Vikings to recent releases incorporating Yggdrasil’s proprietary Game Engagement Mechanics (GEMs), including the widely used DoubleMax™.
In addition to its in-house titles, Yggdrasil will also supply games from its YGG Masters programme. These include third-party developed games such as 7×7 Zeus and Big Bucks Bison 10k Ways, further diversifying the offering available to Bally’s customer base.
This latest deal represents a strategic move for Yggdrasil as it continues to scale its UK operations, reinforcing its commitment to growing its presence in regulated European markets.
Jose Simon, Chief Commercial Officer at Yggdrasil, said: “Bally’s has 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.”
Dezso Pazmany, Head of Product Operations at Bally’s, 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.”
