William Hill is to develop new casino products that use gamification features to develop a more entertaining offering for casual casino players through a new partnership with Slotser operator Ever Adventure.

The operator aims to “bring the next generation of digital casino to life” through the partnership, using new tactics and features to better engage casino players and ensure these titles appeal to a wider market.

Its partner, Ever Adventure, has been active since 2014, using its Slotser casino brand to offer unique experiences to players. It works from a custom-built casino platform and offers a growing number of proprietary and third party games, working with the likes of Eyecon and Microgaming, with NetEnt content to launch soon.

It has offices in the Isle of Man and London, and is led by chief executive Josh Morris, former commercial director of Virgin Games before its acquisition by Gamesys in January 2013.

Ever Adventure will collaborate with William Hill on a roadmap of new casino products, which will be rolled out on the Slotser site. It will soft-launch through William Hill’s Affiliate United platform this summer, and accelerate later in the year as the product roadmap is revealed.

“We are constantly exploring new ways to appeal to a wider audience in the casino market and we feel that this partnership will help us along this path,” William Hill’s managing director of online Crispin Nieboer said. “This deal plays to both our strengths and we are looking forward to discovering new ways to connect with the casual player.”

“This is a really exciting partnership for Ever Adventure and we firmly believe that our product roadmap in the year ahead will take casino engagement into new territory,” Morris added. “In an increasingly mobile casino market, the ability to adapt to evolving consumer habits and to excite customers in new ways, is more important now than ever.”