Extending existing partnership

Pragmatic Play expands William Hill partnership, UK presence through live casino content deal

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iGaming content provider Pragmatic Play has expanded its partnership with bookmaker William Hill to launch its Live Casino portfolio in the UK. The expanded deal is expected to grow Pragmatic Play's Live gaming audience with William Hill, which has been hosting the supplier's slot content since 2017.

Through the partnership, customers of William Hill will be able to enjoy an array of classic live dealer titles, such as Roulette, Blackjack, and Baccarat, as well as game show products like Sweet Bonanza CandyLand, Mega Wheel and an upcoming release, Vegas Ball Bonanza.

"William Hill is a huge global brand that needs no introduction and we're delighted to further expand our existing partnership to launch our complete Live Casino portfolio across the UK. From traditional titles to vertical-spanning hybrid products, we're immensely proud to create exceptional experiences, and can't wait to deliver these to William Hill customers," Irina Cornides, Chief Operating Officer at Pragmatic Play, said.

The partnership with 888 Holdings-owned William Hill is the latest live casino agreement by Pragmatic Play, which has expanded its portfolio's reach throughout regulated European markets in recent months, with deals signed in Switzerland, Sweden and the Netherlands, among others. 

"Pragmatic Play's Live dealer offering is well known throughout the industry for being forward-thinking and of the highest quality. We've worked closely together for six years and look forward to elevating our partnership further with the addition of Pragmatic Play's Live Casino products as we both continue to grow," Richard Atkinson, Global Head of Live Casino at 888 Holdings plc, said.

Earlier in the month, Malta-based Pragmatic Play expanded its partnership with Bally's Interactive to incorporate its Live Casino portfolio in all of Bally's markets, including UK and Spain.

And last month, expanding its Live Casino portfolio, Pragmatic Play launched a localized Roulette table for operators in Brazil, creating the first Brazilian Portuguese-language version of its Live Casino product.

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