Yggdrasil on board as Tabcorp targets sunnier outlook for the UK

Yggdrasil on board as Tabcorp targets sunnier outlook for the UK

Thursday, November 30, 2017 Posted by Luke Massey
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The full suite of slots from Yggdrasil will feature on Sun Vegas

Australian gambling group Tabcorp Holdings has moved to expand its Sun Bets portfolio by partnering with industry platform and games supplier Yggdrasil Gaming.

The full suite of Yggdrasil slots will feature on Sun Vegas, the online slots section for Sun Bets which already includes content from NetEnt, Quickspin and Microgaming.

Alongside recent game releases Jungle Books and Valley of the Gods, Sun Vegas customers will also have access to BOOST™, Yggdrasil’s collection of in-game promotional tools, and BRAG™, the supplier’s social sharing tool.

Fredrik Elmqvist, CEO at Yggdrasil, told TotallyGaming.com: “Deals like this prove that our entry into the UK has been a successful one, with our players enjoying the quality gaming content and complementary social and promotional tools that we’ve brought to the market.

“Brands such as The Sun have a strong heritage in the national psyche; we are looking forward to forging a strong partnership in the years to come.”

Adam Ruffett, Director of Casino at Tabcorp UK, added: “Yggdrasil provides the type of high-quality games our customers demand, so we are delighted to add them to our growing library of titles.

“We’ve been particularly impressed by the powerful and versatile in-game promotional tools which back up these games, and are confident they will prove popular on Sun Vegas.”

Tabcorp will be closely monitoring this sort of deal, given that the performance of the Sun Bets brand was highlighted as one of three major deficits to its balance sheet in the last financial year.

News International and Tabcorp signed a 10-year deal for the Sun Bets venture in August 2016, whereby the Australian operator guarantee a minimum fee every year to its partner. However, there is a mechanism to end the agreement in 2019 if performance continues to struggle.

Totally Gaming says: This agreement defies claims that Tabcorp has lost faith in its UK-facing brand. As part of its fiscal trading update for the three months ending 30 September, Tabcorp confirmed Sun Bets revenues of just A$1.1m. This might represent a 5.3% increase from 2016, but the site only launched half way through last year’s corresponding quarter.

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