Publish: 01.12.2017

Yggdrasil & Tabcorp Sign Agreement

Tabcorp is the controlling entity for the highly popular Sun brand of online casinos in the UK.

Yggdrasil, a leading developer of online casino content for brands all across the globe, has signed an agreement with online operator Tabcorp, the company said in a statement released to its corporate website.

Tabcorp is the controlling entity for the highly popular Sun brand of online casinos in the UK. The deal will see Yggdrasil’s full lineup of leading online casino games, plus its cutting edge data collection and promotional tool backend, migrated over to Tabcorp’s properties.

“It has been almost two years since we made the strategic decision to enter the UK, and our growth in the jurisdiction has been very encouraging,” said Yggdrasil Gaming CEO Fredrik Elmqvist. “Adding a brand as recognisable in the UK as The Sun is yet another major coup for us, and perfectly displays the growing demand for Yggdrasil content in this exciting market.”

Backend Tools Key To Deal

While Tabcorp will certainly be happy to offer Yggdrasil’s popular lineup of online casino games — which include such hit titles as Jungle Books and Valley of the Gods — the company made clear that a large impetus for the deal on their end is Yggdrasil’s industry leading suite of backend tools.

This should come as no surprise to anyone at all who is following the developments in the online casino industry closely. Similar to the data revolution going on across the business landscape, online casino brands are increasingly using data from their customers to better optimize their product offerings and marketing strategy.

As adoption has increased, it’s become all but possible for an online casino to remain competitive without collecting this valuable business intelligence.

“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,” said Adam Ruffett, Tabcorp UK’s Director of Casino.

Given how important these backend tools have become, the expectation is that more and more unaffiliated brands will be migrating over to Yggdrasil in the very near future.