HomeNews ❯ Yggdrasil Will Announce New Publishing Division at ICE 2020

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Yggdrasil Is Launching Its Own Publishing Division

Yggdrasil has come a long way in a short space of time. Founded in 2013, the company took a while to get going but truly started to make its mark on the online gaming industry a few years later.

They launched BOOST back in 2015 that gave its operators more control, allowing them to tailor the selection of games to suit their needs. Other software projects have followed since then like BRAG for social media and the addition of Missions to its BOOST service.

The company really kicked on in the years that followed. Yggdrasil White Label Studios allowed operators to create bespoke online slot content from a technical point of view while Yggdrasil Dragons was launched in an attempt to form further partnerships from the business side of things. The company then released its first branded game in November 2018 with Nitro Circus Slot and many more have followed in the time since then.

But now, things have taken another massive step forward at Yggdrasil with the announcement of a new publishing division. As with everything Yggdrasil has done in the last few years, customisation is at the centre of things for their clients with the company stating that it will offer its customers ‘the keys to the kingdom’.

How Will Yggdrasil Publishing Work?

Yggdrasil will essentially franchise its entire business in this new approach. Then, the power will be passed on to providers, allowing them all of the tools needed to build and offer a total B2B gaming business.

This includes all current and future content from Yggdrasil that players in Canada love so dearly as well as so many other parts of the business. Customers will be able to license any or all elements of the company’s gaming eco-system as well as all technology, functions, and content already published in this fiercely competitive market.

Yggdrasil will even offer up its advanced platform technology as well as the new Game Adaptation Tools& Interface product, allowing its users to ‘instantly create their own unique, end-to-end iGaming offering, supported by, and in partnership with, Yggdrasil Publishing.’

The company states three core value propositions for Yggdrasil Publishing. They are YG Franchise (platform intellectual property licensing), YG Masters (game development and distribution), and YG Game IP (intellectual property for the actual games).

yggdrasil publishing logo

It’s a big change but Yggdrasil has brought in a vastly experienced figure to head it up, Björn Krantz. Krantz left his role as COO of NetEnt late last year after more than a decade at the company. Now, he has been appointed as the Head of Publishing at Yggdrasil and certainly seems enthusiastic about his new position.

“We are really excited to showcase our new Publishing business which will give operators, studios and suppliers all the tools, tech and knowledge to take control of their content production and distribution and create unique player experiences,” Krantz said.

How Will Yggdrasil Publishing Affect Canadian Players?

It’s a big change that will certainly affect Canadian players. Yggdrasil is one of the biggest names in the industry and this pioneering new approach could lead to huge growth. The full-scale customisation will certainly appeal to many operators so we can expect to see a more tailored inclusion of Yggrasil’s products from now on.

It’s a major step from Yggdrasil, a company which has become a major player behind market-leaders like NetEnt and Microgaming. Perhaps this will take Yggdrasil to the next level, perhaps not in terms of output but more in popularity with operators who enjoy the added customisation and control. It certainly seems like a step in the right direction for Yggdrasil.

But there is still so much to learn about this change. Yggdrasil will fully unveil the changes at ICE London 2020 in early February with Björn Krantz set to attend. After that, we’ll know a great deal more about how Yggdrasil Publishing will affect Canadian players. As always, Online-Casinos-Canada news will keep you up to speed.

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