Fri, Apr 28, 9:25am by Staff Writer
One of Australia’s top third-party pokie machine designers recently began offering its wares to customers in the U.K. for the first time, after Sydney-based Lightning Box Games began an exclusive omni-channel distribution deal with William Hill.
Founded in 2004, Lightning Box Games designs pokies for the mobile, online, and live industries. The company has created well-known titles like Astro Cat and Chilli Gold, both of which can be played via select online casinos worldwide.
William Hill is one of the world’s oldest gambling companies, having been established in 1934 as a bookmaker in London. Today, the company has been developed into one of the industry’s major players, with William Hill sportsbooks found throughout the U.K., Europe, and Las Vegas, along with a global online presence that reaches Australian shores.
On April 24, the companies issued a joint press release announcing that the Lightning Box Games product Silver Lion Deluxe – a 4×5 reel safari-themed pokie game featuring 10 paylines – had officially gone live in the U.K.
Players visiting any one of William Hill’s 2,300+ licensed betting shops (LBOs) throughout the U.K. can now play the fun-filled Silver Lion Deluxe pokie.
Peter Causley, managing director and co-founder of Lightning Box Games, revealed that the deal offered U.K. players a customised gameplay experience when compared to other versions of the game:
“We have been talking with Andrew [Sackey] for a few years about doing something omni-channel with William Hill and we’re delighted to have finally partnered with one of the industry’s leading bookmakers to make our United Kingdom retail debut,” he said.
“Silver Lion Deluxe has been tailored with the help of our friends at BetDigital [Limited] to suit the needs of players within the operator’s licensed betting offices and we’re sure they will enjoy playing the game as much as we did making it.”
Andrew Sackey, the head of product and content for William Hill, praised the omni-channel capability of the Lightning Box Games library:
“Omni-channel content that performs strongly in both retail and online is a key focus, and Lightning Box Games has been performing in both areas in multiple countries with its free spins-based content.”
“So we are really happy to get its games exclusive in the United Kingdom.”
Omni-channel casino game design is built around the idea that a pokie title, or any game type, should be compatible with mobile, online, and land-based play.
As such, Lightning Box Games content like Silver Lion Deluxe is installed on more than 9,000 land-based gaming devices operated by William Hill, with integration to the company’s online casino expected to follow shortly.
The exclusive pokie content distribution deal, which also includes Lightning Box Games’ hit Panda Pow Deluxe, was first announced in October of 2016.
At the time, Causley was confident that his Surrey Hills-based company would strike the right balance between Australian and British gambling sensibilities:
“Our games have been very popular with players and casino owners across multiple channels in Europe and North America and I’m confident they will be well-received by British audiences too.”
Sackey was also hopeful that Silver Lion Deluxe and Panda Pow Deluxe would be well received by William Hill’s local player base:
“We’re eager to see how the first two games perform as omni-channel content for our online and land-based customers, and are looking forward to working with Peter and his team.”
Per the terms of the agreement, both games are now exclusive to William Hill’s various gaming verticals.
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