Online casino games developer High 5 Games (H5G) has launched its Universal Game Platform (UGP) back-end infrastructure solution, as it looks to strengthen its position as a key iGaming supplier.

The UGP solution allows H5G to deliver customised content to players, launch targeted marketing campaigns and offers improved customer relationship management capabilities. H5G also claims that it can aid clients’ growth with faster roll-out of new content.

“High 5 Games is taking a major step forward with the premiere of the Universal Game Platform,” the company’s vice president of technology Lorin Jameson explained.

“With UGP we can create an even more enjoyable and robust gaming experience for our players and scale our business without significantly increasing expenses," he added.

The new framework was developed by H5G’s team across the US and was first rolled out for its Asian-facing free-to-play app Shake the Sky Casino, before being launched for its other social casino product High 5 Casino on Facebook and iOS.

The supplier used UGP to launch video poker games on High 5 Casino and Shake the Sky, with a range of new features and game modes to be implemented in future.

It is set to deploy with various real-money clients including Caesars Interactive’s site, and the Gamesys-powered and offerings in New Jersey.

H5G claims the new solution will allow its online gaming customers to easily incorporate its content into their online casinos.

“With an innovative new back-end infrastructure in place, High 5 Games is now poised to play an even larger role in remote gaming,” the company added.