Author:

Chris Evans

Last Updated:

05/03/2023

Yggdrasil Bets on European Partnership with BoyleSports

Today, Yggdrasil, one of iGaming’s most progressive software firms, underlined its growing status by announcing a pan-European partnership with sports betting goliaths, BoyleSports. 

Details of the press release highlighted that Yggdrasil’s back catalogue of slots content would be rolled out on BoyleSports platforms throughout the United Kingdom and Ireland. The deal also includes titles from the Game Engagement Mechanics (GEMs) subsidiary, which ensures that Dragon Blox GigaBlox and Raptor DoubleMax will also be available to BoyleSports Casino customers. 

Both parties lauded the announcement, with a Yggdrasil source suggesting that the tie-up with BoyleSports was another example of the business strategy that has seen it expand into larger European markets, commenting that the move would “consolidate its position as a pioneering slots provider in the industry.” 

Launched in 2013, Yggdrasil products can now be viewed on dozens of platforms licenced by the United Kingdom Gambling Commission (UKGC) and the Malta Gaming Authority (MGA), with its continued importance to the sector being underlined by its recent win in the Innovator of the Year category at the 2023 International Gaming Awards

Yggdrasil’s Chief Commercial Operations Officer, Andrew Pegler, could not hide his delight when adding. “We’re thrilled to partner with BoyleSports, an incredibly well-known brand across the UK and other regulated markets,”

The news of the collaboration was also greeted with enthusiasm by Boylesports, Steve Payne, gaming director for the Irish bookmakers, acknowledged that “Yggdrasil has a proud history of creating cutting-edge, fan-favourite slots, and we’re delighted to take its leading content live.” 

In recent months, the executive team at BoyleSports has been finalising expansion plans that have seen the heritage firm apply for licences for twenty additional offices throughout the United Kingdom to add to its current portfolio of shops. This a bold statement from the sports betting icon that has been ever-present in the U.K. and Irish betting scene since the 1980s. 

However, BoyleSports remains on the ball regarding adding quality gameplay to its online venues. Payne underlined the importance of onboarding Yggdrasil: “We know our customers will enjoy this fantastic portfolio, and we look forward to working with Yggdrasil for the foreseeable future.”