William Hill has expanded its gaming portfolio with the launch of Judge Dredd, a title from NYX Gaming Group, across its retail estate and for mobile devices and online.
The omni-channel launch sees William Hill gain exclusive access to the title for retail venues, with the mobile and online variants rolled out via NYX’s Open Gaming System (OGS).
The game was developed by NYX’s game development subsidiary NextGen Gaming under a licensing deal for the intellectual property signed in 2014. It has since gone live with operators including Ladbrokes and Coral.
Since debuting almost 40 years ago, Judge Dredd has become one of the most recognisable British comic book characters of all time, featuring in video games as well as two blockbuster films.
“I’m delighted William Hill have chosen to leverage Judge Dredd as a UK LBO market exclusive,” NYX commercial director David Johnson commented. “Available across our industry’s widest distribution network for mobile and desktop, the land based version of the game benefits from a modified math model to suit the LBO market.
“High profile brands such as Judge Dredd, supported by best in breed NextGen game engines are invaluable for the acquisition and retention efforts of our operator partners and I’m confident the game will replicate its success online, in-store.”
“This omni-channel launch with NYX Gaming Group allows for even more of our players to enjoy premium gaming content across our channels – that is exclusively in all of our UK shops, on the go via mobile and via traditional desktop,” William Hill’s head of product and content Andrew Sackey added.