Yggdrasil, the Malta-based games provider, has struck a significant deal with the Rank Group, one of the UK's largest operators, to broaden its reach in the British online slots market. This partnership will see Yggdrasil's extensive portfolio of games become available to players through Rank's major brands, including Mecca Bingo and Grosvenor Casinos.
The collaboration marks a notable expansion for Yggdrasil in the UK, following recent agreements with other providers and the acquisition of licenses in various jurisdictions. Jose Simon, chief commercial officer at Yggdrasil, emphasized the importance of strategic partnerships in competitive markets, stating, "In any market, large or small, success is often influenced by the partners you choose to collaborate with."
Rank Group's casino games manager, Nolan Frendo, expressed enthusiasm about the deal, highlighting Yggdrasil's reputation for quality content. "Yggdrasil needs no introduction as a creator and distributor of truly great content and we pride ourselves on being able to attract the best games from the biggest names in the industry for our players," Frendo remarked.
The partnership will introduce a variety of Yggdrasil titles to Rank's UK customer base, including recent releases like Max Elements Gigabox and Trickstar Spins. These new additions will complement Yggdrasil's established games such as Valley of the Dead, Golden Fish Tank, and the popular Vikings series.
An additional benefit for Rank Group and its players is access to content from Yggdrasil's YGG Masters studio programme, featuring titles like King Power and Shark Bait. This expanded offering aims to provide a diverse range of slots to a broader audience, potentially benefiting both the operator and provider.
The partnership with Rank follows Yggdrasil's recent growth in the UK market and aligns with its strategic expansion, including securing a B2B license in the Netherlands and establishing a presence in the United States and Canada's Ontario province.
As the online slots industry continues to evolve, partnerships like this between content creators and established operators play a crucial role in shaping the market landscape and player experiences.
