Interactive betting firm Williams Interactive has announced that it has signed a content supply deal with Ladbrokes, and will be porting its full library of online games to the UK betting giant.
As part of the supply deal, WMS will begin porting all of its online games to Ladbrokes, which are expected to go live by the middle of this year. Many WMS games are already on offer at Ladbrokes, as the operator had previously signed an agreement with Williams' parent company Scientific Games Corporation.
The deal is the latest in a series of moves for Williams Interactive, who recently closed its proprietary casino Jackpot Party in order to start licensing its games to other casinos. This supply deal is the latest evolvement of this strategy.
Commenting on the deal Williams Interactive Managing Director Jordan Levin said, “Expanding the reach of our deep catalogue of unique and innovative slot themes and game engines with one of the UK’s leading betting and gaming enterprises is another exciting step for Williams Interactive. We believe that Ladbrokes players, who already enjoy our themes from our portfolio in Ladbrokes retail locations, will enjoy the omni-channel access this relationship provides them to our library of player-favorite slots at retail shops, from home, and on the go.”
Ladbrokes Digital Head of Product Richard Poole added: "The expanded access to themes already popular in our betting shops, including the fan-favorite Rainbow Riches, is an exciting opportunity to extend enjoyment of those themes for our players online and on their mobile devices. In addition, their wide array of one-of-a-kind game engines like Colossal Reels and Double Money Burst are already exciting online players across Europe, and will provide new and engaging casino options for our player community.”