Betsson Group has extended its ongoing partnership with online gaming solutions provider Yggdrasil to include the firm’s burgeoning YG Masters program, becoming the first time an existing operating partner has joined-up.

Lauded as a “significant milestone” for the initiative, as a result of the move Betsson will gain the tools to access, create and distribute gaming content using Yggdrasil’s GATI technology.

GATI is a preconfigured, regulation-ready development toolkit that enables studios and game developers to apply standardised technology to develop and distribute games anywhere in the world. 

This means YG Masters partners can source, build, and distribute content and accelerate global reach, finding new ways to increase revenues, all using one standardised interface.

Ciara Nic Liam, gaming product director at Betsson, commented: “We have had an excellent relationship with Yggdrasil for many years and are very pleased to have extended our agreement to include YG Masters. 

“We have seen the program grow to become a real industry game-changer and it makes perfect sense for us to be involved and take advantage of the huge growth opportunities the program offers, at the same time as we can realise desired business synergy values from expanding the network reach of our innovative and player first developed in house built games. ”

Through the GATI technology, YG Masters partners can adopt the interface to cross-sell all titles to any YG franchisee, leading to collaborations on a global scale, aimed at growing revenue streams for multiple parties. 

Stuart McCarthy, head of partner programs at Yggdrasil, explained: “We’re thrilled to extend our relationship with Betsson and add them to the YG Masters’ program as the first directly integrated operating partner. 

“This is a landmark for the initiative and shows just how much a brand like Betsson believes in our unique model, as well as underlining the impact YG Masters is having on igaming developers and tier one brands such as Betsson – empowering their content creation and development through our GATI technology and accelerating their growth via our global distribution network.”