Marketing News

UK bookmaker William Hill has moved to enhance its online casino offering following the signing of a long-term strategic relationship with Williams Interactive, the online gaming arm of US gaming supplier WMS Industries.

A portfolio of the supplier’s most popular slots will be launched on’s Games and Vegas tabs before the end of the year through integration with the Williams Interactive Remote Game Server. The games will be made available across desktop, tablet and smartphone devices.

William Hill will be able to offer its players a full catalogue of popular WMS games including The Wizard of Oz Ruby Slippers, Gold Fish, Spartacus Gladiators of Rome and Star Trek Episodic Gaming, as well as online games such as Money Burst, G+Deluxe and Colossal Reels.

William Hill’s director of gaming James Curwen revealed that the partnership will also allow the operator to launch exclusive WMS slots on its Vegas tab, which he said would give William Hill “a competitive advantage” through being able to offer “unique player experiences.”

“This is a thrilling milestone in our history of offering the best in gaming entertainment online,” he said. “Our customers will be able to play the big Vegas titles available in brick-and-mortar casinos on the Games tab, and I am confident the games will be a huge hit.

“William Hill has been developing bespoke games of the highest caliber through this channel and we look forward to featuring selected high quality WMS games exclusively through the Vegas tab.”

Williams Interactive CEO and president Orrin Edidin added that he looked forward to “the great success [the companies] will achieve together as our partnership grows in the coming years.”

“William Hill is one of the world’s premier gaming brands, with a vast, engaged community of savvy online gamers,” he said. “Providing their players access to our deep portfolio of proven WMS Gaming slot content on multiple devices represents another landmark endorsement of our extensive library of authentic Las Vegas-style casino content.”

Since ending its exclusive partnership with Playtech, William Hill has also added online content from the likes of Bally Technologies and Microgaming’s Quickfire.