William Hill Retail Division to Access iSoftBet Gaming Content under Exclusive New Deal

William Hill, one of the most powerful UK gambling operators and the online and mobile casino and gaming content supplier iSoftBet have once again teamed up to consolidate their positions in the local market.

Both companies have been aimed at staying competitive enough in dynamic market conditions and regulatory landscape. Now, the two companies have announced another partnership agreement to make sure they stay able to meet the rivalry of other companies operating in the same market.

Under the terms of the new partnership contract, the UK bookmaker is to be provided with access to the land-based versions of iSoftBet’s gaming content. More importantly, these featured games are to be exclusively presented to the land-based sector of the UK through William Hill’s in-shop betting offerings.

The two companies have preferred not to reveal further details of the deal, but the agreement have been confirmed by both of them. Still, it came to Casino Guardian’s knowledge that William Hill customers will not only get access to iSoftBet’s slots, but to its full suite of games, including table and lottery games.

Previous Gaming Content Agreement of William Hill and iSoftBet

This is the second major partnership contract that the two operators have inked so far in 2017. As reported by Casino Guardian in February, the two companies first joined forces in a content partnership agreement, under which the Interactive division of the British bookmaker got access to the entire suite of gaming solutions provided by iSoftBet.

At the time when the companies revealed their collaboration deal, it also became clear that the product offering of iSoftBet is to be made available to the customers of the Interactive Online arm of William Hill both on desktop and mobile devices via Openbet RGI integration.

For some time now, iSoftBet has been focused on expanding its reach among the customers of some of the largest and most-respected gambling operators on the territory of the UK. The partnership which was first inked with the Interactive division of the British bookmaker and now with the gambling operator’s land-based arm would give the online and mobile casino and gaming content supplier access to one of the largest customers bases in the country.

On the other hand, the fact that William Hill has teamed up with the gaming content developer would not only offer it the chance to reach some of the best gaming solutions, but would also surely end up with the supplier creating some gaming content exclusively for the bookmaker.

William Hill’s Future

As we have earlier reported, despite being one of the largest gambling operators, William Hill has been facing some difficulties lately. A few months ago, the company turned down the opportunity to join forces with other large gambling operators in the UK, namely the consortium formed by Rank Group and 888 Holdings and preferred to continue operating as a standalone company.

William Hill has been suffering under the stricter regulatory system imposed by UK gambling regulators and the nationwide governmental review of FOBTs, but it neglected the suggestion of its largest investor Parvus Asset Management to seek a merger or acquisition deal with another gaming operator.

It seems, however, that William Hill has other plans in spite of all setbacks. According to the Chief Executive Officer Philip Bowcock, the company has other priorities such as consolidating its positions in the local market. However, no clarity has been given about the future plans of William Hill, so the operator could make some surprising decisions in the months to come.

  • Author
Olivia Cole

Olivia Cole

Olivia Cole has worked as a journalist for several years now. Over the last couple of years she has been engaged in writing about a number of industries and has developed an interest for the gambling market in the UK.
Daniel Williams
Casino Guardian covers the latest news and events in the casino industry. Here you can also find extensive guides for roulette, slots, blackjack, video poker, and all live casino games as well as reviews of the most trusted UK online casinos and their mobile casino apps.

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