The success story of Yggdrasil continues with the Genting UK deal. This year has truly been an excellent year for the British Players. In fact, we see more and more deals done to add game provider in the UK. And this time it’s Yggdrasil’s turn to open their game portfolio to the UK customers. The deal between Yggdrasil and Genting will make it possible for their online users to experience the complete award-winning library of games and marketing tool BOOST. The CEO of Yggdrasil commented on the partnership by saying. “As one of the most famous and respected casino brands on the planet, we’re thrilled to have reached this agreement with Genting. We look forward to working with them closely to deliver our market-leading games and maximise player enjoyment”.
Quick facts on BOOST
In essence, BOOST is a marketing tool that allows the operators to offer promotions within the games. The Tool includes things like missions to complete, Social media sharing, cash race’s, and tournaments. To sum up, the BOOST tool gives the operators more freedom to target different segments.
Who is Genting
The company started in 1964, and Tan Sri Lim Goh Tong is the founder. In fact, the man was dreaming of creating a resort in the Cameron Highlands in Malaysia. As this area appealed both to the natives and British colonials, who seek retreat from Kuala Lumpur’s heat. Now, fast-forward to 2006 when Genting acquired Standly Lesure for £639 million, and it’s 45 UK casinos. After that, they started to invest heavily in the British market with activities like. The sponsoring of Aston Villa FC, and build the £150 million Resorts in Birmingham in October 2015. Now, not only do Genting operate the land-based casinos in the UK that stretches from the north of Edinburgh to the south tip of Plymouth. But they also operate online, with over 300 casino games and an excess of 10,000 sports in-play markets a week!