California-based casino games developer MX Digital has entered into an agreement with William Hill to launch a number of branded games across the operator’s sites.

The partnership will see six branded slots rolled out with the operator, in what MX Digital commercial director Ike McFadden describes as the company’s most significant distribution deal and a “major step” in establishing MX Digital as a key supplier in the industry.

William Hill has already launched a slot featuring former Baywatch star David Hasselhoff supplied by MX Digital.

MX Digital co-founder Eric Bischoff, whose TV production company Bischoff Hervey Entertainment Productions acquired a 50 per cent stake in the business last year, said of the partnership: “From its inception, our vision at MX Digital was to bring some of the best known Hollywood brands to the world of on-line waged and social gaming and the opportunity to reach the marketplace with William Hill is exciting for us and for our brand partners.”

The branded games include a selection based on films and TV franchises such as the Chuck Norris film Missing in Action, the comic book and film franchise BloodRayne, and the 1980s cult musical comedy the Blues Brothers.

Titles based on the TV wrestling show TNA-Impact Wrestling, in which Bischoff used to appear as a competitor, and Red Slam featuring basketball star Dennis Rodman, will also be rolled out.

William Hill slots operations manager Will Mathieson said that he was very pleased with the audience appeal of MX Digital’s first title to go live, the David Hasselhoff slot.

“High profile branded products like these are key to driving successful marketing campaigns and gaining new customers,” he added.


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