Yggdrasil secures Bally’s partnership for UK expansion
Yggdrasil has struck a partnership with Bally’s UK subsidiary to extend its presence and reach to British customers.
The Malta-based provider will now release its slot portfolio on Bally’s platforms, including games and game engagement mechanics (GEMs).
Bally’s Casino, Jackpotjoy, and Virgin Games are the brands operated by Bally’s in the UK, which will now be enhanced by Yggdrasil’s proprietary titles, including the popular Vikings series, as well as a varied range of games from the company’s YGG Masters studio partners, such as Big Bucks Bison 10k Ways.
Founded in 2013, Yggdrasil is a provider of games and tech solutions for iGaming platforms, with its GATI framework enabling cross-platform reach.
This deal is its latest expansion in the UK, following a similar arrangement with the Rank Group, announced in February this year.
Jose Simon, Yggdrasil COO, commented on the latest partnership: “Bally’s has a major presence across the UK and we are delighted to roll out our comprehensive slot offering to its players.”
“We have made a strong commercial start to the year which this deal only reinforces, with our goal of putting our best-in-class content in front of as many players as possible to grow the Yggdrasil brand further.”
Yggdrasil Gaming Ltd has expanded its UK presence with a new partnership with Bally’s. As part of the agreement, Bally’s UK-based customers now have access to Yggdrasil’s slot portfolio.https://t.co/iesbQXpiGt
— Gambling Insider (@G_Insider) March 31, 2025
Perfectly aligns with this visionSimon’s comments were echoed by Dezso Pazmay of Bally’s, as both entities seek to expand their coverage in the UK.
Bally’s Head of Product Operations added: “Yggdrasil is widely recognised as a leading creator and distributor of exceptional content, and we take pride in offering our players top-tier games from the industry’s biggest names.”
“Yggdrasil perfectly aligns with this vision, and this partnership allows us to bring a vast collection of well-established and highly regarded content to our online casinos.”
Yggdrasil’s full slots offering is now live in the British market.
Image credit: Ideogram
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