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Relax strikes deal with William Hill to expand UK footprint

Relax Gaming has partnered with William Hill, marking a major expansion to its games offering in the UK.

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The Finnish B2B provider will see its suite of titles hosted on the operator’s site, such as Money Train 2, released earlier in 2021, and Top Dawg$, which purportedly features “a funky hip-hop West Coast/East Coast soundtrack.”

William Hill will also benefit from the provider’s ‘Powered by Relax’ and ‘Silver Bullet’ platform partners, giving the operator access to even more content from third-party studios like RubyPlay and Spadegaming.

“We are delighted to partner with the leading supplier of game-changing content, and offer Relax’s award-winning games, as well as slots from its highly innovative partnership studios,” said Craig Staples, Head of Gaming Content at William Hill.

“With a wealth of innovative and engaging products, they have already proven to be a real UK favourite. Relax’s portfolio will provide our players with the high quality, sought-after variety of slots that we strive to give them.”

Billed as one of the industry’s leading aggregators, Relax provides its partners with upwards of 2,000 online casino games, a figure that represents the company’s appetite for expansion.

This deal is the latest in a string of moves that have seen the business’ footprint grow significantly, coming off the back of an agreement in September with Ellmount Entertainment.

Andrew Crosby, Director of Account Management at Relax Gaming, commented: “We continuously endeavour to offer the best solutions that enable our players to enjoy our market-leading content.

“Partnering with one of the leading UK operators gives us ample opportunity to do so even further. Our partnership with William Hill evidences the value that Relax brings to the table for both the operators and the studios we work with.

“Offering the industry’s most sought-after selection of gaming experiences, we’re highly confident that we’ll enjoy many years of working together.”


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