Netent, the world’s largest online casino game provider, signed an agreement with the betting powerhouse William Hill last year, to provide them with casino games for their betting shops. After a year of testing and integration, the first games are now ready to be rolled out in William Hill’s betting shops.
The first game to be launched will be Starburst, following the strategy of their multichannel. This will not only provide William Hill with the chance to offer online casino games in a land-based environment, but also future clients will be able to do so.
Per Eriksson, President and CEO of NetEnt, says, “We provide leading-edge digital casino solutions and we are excited to make our thrilling games available to William Hill’s land-based players for the first time ever. William Hill is the largest betting and gaming operator in the UK and this partnership will allow us to maximize distribution in their major channels such as retail, desktop and mobile."
Per Eriksson continues, “Although the online casino market has shown steady double-digit growth in the past five years, online penetration is still very low. Today, only five percent of the global casino market is online, the rest comes from traditional, land-based gaming. Over time, we see interesting growth opportunities in the retail channel and our multichannel strategy will drive increased convergence between online and offline gaming.”