Online and mobile casino games developer iSoftBet is expanding its relationship with William Hill into the retail channel.

The new deal will see iSoftBet slots rolled out on gaming machines across the operator's UK licensed betting offices.

"We are thrilled to be able to strengthen our product offering with land-based versions of some of our most popular games, and to help William Hill offer its players greater access to our slots," iSoftBet head of business development Michael Probert said.

"Players now expect to be able to spin the reels on their favourite games regardless of whether they are playing on desktop, mobile, or in their local betting shop, so it is a priority of ours to ensure we deliver this to them."

The move furthers iSoftBet's aim of establishing omni-channel relationships with its clients, and will see a number of its branded and original games converted for play on the land-based betting terminals.

iSoftBet's products are already available via William Hill's online and mobile gaming offerings.

"The release of the iSoftBet games provides our customers with omni-channel content, innovation in 3D reels and great branded titles," William Hill director of product and content Andrew Sackey commented. "The games are also exclusive to William Hill in the UK landbased sector, making William Hill the only place where you can play these titles.

"We have also worked closely with iSoftBet on the games to make modifications that make them more appealing to retail customers and improve convergence online, so we are looking forward to their first release later this year," he added.

Shares in William Hill plc (Co.Data) (LSE:WMH) closed in London Tuesday down 1.5 per cent at 244.10 pence per share.