Developing a game variance that appeals to UK players

Developing a game variance that appeals to UK players

Friday, August 19, 2016 Posted by Andy McCarron
Fredrik Elmqvist is happy Yggdrasil has gone live with Bet365

Yggdrasil Gaming CEO Fredrik Elmqvist believes his firm’s slot games are ‘perfectly suited’ to the UK market which is why operators such as Bet365 have added them to their slots portfolio.

Yggdrasil went live with Bet365 at the start of the month and Elmqvist said that the games really suit the bookmaker’s domestic customers.

“I think that they’re perfectly suited to the UK market,” he told “There is a real appetite amongst UK players for the game variance that we supply, as well as our game mechanics and features. We’ve been at the forefront of innovation in the slots industry over the past couple of years and we’re seeing great engagement with our games.”

The bet365 deal was originally secured in February and Elmqvist described the turnaround as a 'swift integration'. He added: “In this particular case there were a number of external factors that we had to address because bet365 was our first customer to go live in our Gibraltar environment.

“The integration project itself with bet365 was very efficient. They have excellent technical operations and there are plenty of reasons why they have managed to become as successful as they are. We’re delighted to be working with them.”

As part of the deal, Bet365 has access to all Yggdrasil’s promotional tools and network campaigns. Elmqvist explained: “BOOST has been hugely popular since it launched last year with Super Free Spins, in-game tournaments and raffles giving our partners the chance to boost engagement with their players. In addition, we have recently launched another promotional tool called BRAG that allows players to watch the replays of winning spins and share them with friends and fans on social channels.”

Elmqvist said that the company likes to help its customers reach out to obtain customers of their own: “Undoubtedly one of the most important developments from our Infinite API has been Super Free Spins, which has been used successfully by Nordic-facing operators for retention purposes. Acquisition is getting increasingly expensive so spending money to retain VIPs is ever more important for non-Nordic operators as well. There are lots of opportunities with the API and, together with customers, we have the option to create new products.”

Totally Gaming Says: Yggdrasil’s investment in not just its games, but the tools to help support them, is paying dividends as the company starts to break into the rich UK market. While competition is fierce any innovative feature that gives a brand an edge is welcomed, something the API can help cultivate.


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