Yggdrasil signs with GVC for threefold online integration

Yggdrasil has announced the finalisation of a deal with GVC Holdings, owner of Ladbrokes, Coral and Gala, to provide each brand with its market-leading casino slots gaming content.

With a significant online presence and extensive network of betting shops, Ladbrokes and Coral are two of the UK’s leading betting and gaming brands, while Gala is a leader in the UK bingo market.
“This is a significant agreement with some of the industry’s largest brands,” said Yggdrasil CEO Fredrik Elmqvist. “I’m thrilled to be able to announce it ahead of Europe’s largest gaming event, ICE London.”
The combined retail offering makes GVC the UK’s largest high street bookmaker and one of the world’s largest online-focused listed companies, licensed in more than 20 regulated markets.
Following the deal, customers of all three brands will have access to the full portfolio of Yggdrasil’s casino slots, including latest releases Trolls Bridge, Baron Samedi and Hanzo’s Dojo.
The content agreement will also include classic legacy Yggdrasil titles, such as the pioneering Vikings trilogy.
As part of the deal, Ladbrokes, Coral and Gala will be able to deploy Boost, Yggdrasil’s proprietary range of in-game promotional tools allowing them to instantly run promotions from within the game client to increase player retention.
Online users will also be able to utilise the social media feature Brag, allowing players to broadcast best recorded gameplay via social media channels, with all games built on Yggdrasil’s HTML5 client framework iSense2.0+, creating seamless gameplay across desk- top and mobile devices.
“We’re delighted to enhance our offer for Ladbrokes and Coral customers with Yggdrasil’s dynamic slots content,” said Liron Snir, chief product officer at GVC Holdings.
“The high production values and innovative features they bring have already proven to be hugely popular with customers across our broader brand portfolio in regulated markets.”