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NetEnt signs deal to deliver Live Casino product to William Hill

NetEnt has a long-term partnership with William Hill as the first partnership agreement with the reputable online gaming operator was signed in September 2013. A deal for NetEnt’s land based gaming machine followed in 2014 while NetEnt yesterday announced another deal with the operator for the launch of NetEnt’s Live Casino.

NetEnt and William Hill

As mentioned before, NetEnt and William Hill signed a partnership quite a while ago, but over the years, the collaboration between the two companies expanded with two more contracts signed. So let’s see what all three agreements have been about.

Online Casino
NetEnt’s incredible portfolio online casino games (also available for mobile) is what makes NetEnt one of the most popular game suppliers in the iGaming industry. No wonder William Hill Plc decided to sign an agreement for the supply of a selection of NetEnt’s desktop and mobile titles.

Thanks to this very first agreement, signed in 2013, NetEnt had a chance to grow further within the UK market while William Hill was able to give their players the very best online casino experience for both desktop and mobile.

Less than two weeks later, NetEnt announced the commercial launch of a selection of the top online mobile and desktop game titles on William Hill’s online casino network with the promise to add more online casino games gradually over time.

Land-based games
While NetEnt has a very strong presence in the online casino market, the company wasn’t involved in the land-based casino industry. At least not until another first agreement was signed in June 2015. It concerned a second agreement with William Hill, but a very first gaming machine deal. The deal complemented the already existing online partnership with William Hill and thanks to the agreement, some of NetEnt’s games became available at William Hill’s licensed betting offices.

The so-called LBOs can be found all over the UK. With over 2300 LBOs across the UK, William Hill is one of the biggest retail players. A true milestone for NetEnt and one year later, after a successful integration process, the first game from NetEnt, Starburst™, was launched and available to players in William Hill’s retail network.

Live Casino

This last partnership has probably been signed a while ago, but it was yesterday that NetEnt brought the news into the world that a third agreement was signed with UK operator William Hill Plc. This time to deliver a wide selection of its Live Casino offering. The technical integration has already been completed and thanks to that the games are already live and available to William Hill players.

I am very proud that William Hill has selected NetEnt for the delivery of Live Casino network tables. Having our games with one of the biggest live casino operators in the world is a great recognition of our Live Casino product. I’m certain that William Hill players are going to enjoy our games and the new features it brings,” says Henrik Fagerlund, MD NetEnt Malta Ltd.

NetEnt’s Live Casino offering is all about the player experience. An iterative product development process and player feedback is key to ensure the best Live Casino experience that meets the demands from players.

Thanks to this deal, NetEnt is able to increase its footprint in the UK market.  The UK market is a prioritized market for NetEnt and William Hill is one of the biggest live casino operators in the world.

William Hill has a strong legacy in offering live casino and we want to provide our players with the best games on the market. NetEnt has an innovative approach to live casino games and we are happy that we now will be able to provide those games to our players,” says Barry Lennon, Head of Live Casino at William Hill.


By on 9 November, 2018