Swedish casino games developer NetEnt has launched its first game for the land-based sector as part of an agreement with UK bookmaker William Hill.

After a successful integration process, the first game from NetEnt’s portfolio of content will now be available to players in William Hill’s retail network.

NetEnt said it was a milestone for the business, with its popular title Starburst being launched gradually over the next few weeks for the first time in retail shops in the UK.

“We provide leading-edge digital casino solutions and we are excited to make our thrilling games available to William Hill’s land-based players for the first time ever,” said Per Eriksson, president and CEO of NetEnt. “William Hill is the largest betting and gaming operator in the UK and this partnership will allow us to maximize distribution in their major channels such as retail, desktop and mobile."

In close collaboration with William Hill, NetEnt said that its games have been redesigned to apply to the demands of the retail customer as part of its multichannel strategy to provide operators with casino solutions for different channels, as demanded by their players.

“Although the online casino market has shown steady double-digit growth in the past five years, online penetration is still very low,” continued Eriksson. “Today, only five percent of the global casino market is online, the rest comes from traditional, land-based gaming.

“Over time, we see interesting growth opportunities in the retail channel and our multichannel strategy will drive increased convergence between online and offline gaming.”

Shares in NetEnt AB (Co. Data) (STO:NET-B) were trading down 2.89 per cent at SEK302.50 per share in Stockholm earlier Tuesday.