Swedish casino games developer Net Entertainment has made its first move into the land-based gaming sector following a partnership with UK bookmaker William Hill.

The company said that the deal marked its "very first" land-based gaming machine partnership, and complements its existing agreement with the operator.

Net Entertainment games will soon be available in William Hill's licensed betting offices (LBOs). The bookmaker has over 2,300 LBOs across the UK.

“This is a big step and a milestone for Net Entertainment,” said Björn Krantz, chief of global marketing operations and managing director of Net Entertainment Malta. “Net Entertainment is one of Europe's largest suppliers of online casino games and we are very excited to have been given the trust, and confidence to extend our delivery commitment to William Hill now also covering the retail part of their business.

“The deal will allow Net Entertainment to maximize its distribution reach through William Hill's major channels which includes retail, online and mobile.”

In related news, Net Entertainment announced the launch earlier this week of its latest video slot entitled The Wish Master.

The 5-reel, 20-line video slot game takes players on a magical adventure of hidden treasure and fortune and follows on from other successful and similarly themed Net Entertainment games such as Arabian Nights.

Simon Hammon, Net Entertainment’s chief product officer, said: “The Wish Master builds on our portfolio of cutting-edge video slots. The graphics are stunning, the gameplay is second-to-none and we’re confident our customers and their players will enjoy the game play experience.”

The new video slot includes The Wish Master feature, which once unlocked, unleashes the genie from his lamp each time a scatter symbol appears. This activates a mystical set of features ranging from wild symbols, random or expanding wilds, multipliers and a whole wild reel.

Shares in Net Entertainment AB (Co. Data) (OMX:NET-B) were trading up 0.98 per cent at SEK154.50 per share in Stockholm earlier this morning.

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