Yggdrasil content goes live with Bally's UK brands
Yggdrasil has expanded its UK reach through a partnership with Bally's, bringing its full slots portfolio to the operator's stable of online casino brands.
Yggdrasil has agreed a deal with Bally’s that puts the supplier’s complete slots catalogue live across the operator’s UK-facing brands, including Virgin Games, Jackpotjoy and Bally Casino.
The agreement gives Bally’s customers access to Yggdrasil’s existing library, among them the Vikings series, alongside titles built around the studio’s Game Engagement Mechanics (GEMs), such as DoubleMax. The portfolio also incorporates games from third-party studios in Yggdrasil’s YGG Masters programme, including 7x7 Zeus and Big Bucks Bison 10k Ways.
Latest UK expansion
The tie-up is the latest step in Yggdrasil’s push to widen its footprint in the UK regulated market as part of a broader strategy to increase distribution across priority territories.
Jose Simon, chief commercial officer at Yggdrasil, said Bally’s has a significant presence in the UK and that the supplier was pleased to make its slots offering available to its players, adding that the deal builds on a strong start to the year for the company as it seeks to grow the Yggdrasil brand’s reach.
Dezso Pazmany, head of product operations at Bally’s, said Yggdrasil is regarded as a leading content creator and distributor, and that the partnership allows the operator to add a well-established games collection to its online casino offering.
Yggdrasil, founded in 2013 and headquartered in Malta with a development studio in Poland, has built a broader technology stack alongside its games output, including the GATI distribution framework and the BOOST in-game promotional tools suite. The company was named Best Slots Provider at the 2024 AskGamblers Awards.