Play’n Go has vowed that “this is only the start” after entering the traditional retail gaming setting for the first time alongside William Hill in the UK.
However, the igaming content developer has stressed an overarching ambition of capitalising on the “wealth of opportunities” available, with sights also set on the US to achieve further growth within this space.
This latest partnership sees the Swedish developer take what it bills as the “world’s most popular online slot game” in Book of Dead available via fixed odds betting terminals across William Hill’s UK retail estate.
Outside of the traditional igaming space, Play’n Go titles were only previously available on cruise ships.
“This is a significant day in the history of our company and a testament to the hard work and expertise of everyone at Play’n GO,” commented Johan Törnqvist, CEO and Co-founder, Play’n Go.
“The convergence between the online and land-based gaming parts of our industry has been long overdue, and I’m excited to see the world’s most popular online slot game, Book of Dead, make its long-awaited UK land-based debut.
“But this is only the start. There is a wealth of opportunities to bring the very best of igaming to other land-based settings, especially in the fast-changing US marketplace.
“However, there won’t be an industry in the future if we don’t provide amazing entertainment in a fun and safe environment. William Hill believes just as strongly in this as we do, and I’m sure this land-based partnership will be a long and fruitful one.”
Currently, the roll-out has taken place across approximately 100 of the 888 owned group’s facilities, with 100 per cent expected to be hit “in the coming weeks”. William Hill currently has more than 5,800 FOBT machines across more than 1,450 shops.
“We are always looking for opportunities to innovate to be able to provide the best gaming experience we can for our customers – this is a fantastic example of that,” stated Ian Millman, UK Gaming Director at William Hill.
“I’m sure customers right across the UK will enjoy taking Rich Wilde on an adventure to find the Book of Dead, just as they have in our online space for many years.
“We can think of no better partner than Play’n GO, who share our passion for responsible gaming and entertainment, to drive innovation through the gaming industry together.”