Play'n GO brings Book of Dead to retail with William Hill in the UK

Play’n GO, the developer of timeless slot classics and ground-breaking iGaming titles, is shifting the industry paradigm once again with the company confirming the launch of its Book of Dead blockbuster for the land-based sector in the United Kingdom.

This marks the very first-time Play’n GO’s iconic titles have been introduced as a part of a retail, in-person setting. Book of Dead is now available as part of fixed-odd betting terminals in the country located at William Hill outlets. So far, 100 William Hill betting shops have set up the product, but the companies plan to have full coverage across the operator’s entire retail portfolio before long.

Play’n GO Co-founder and CEO Johan Törnqvist welcomed what he hailed as an exciting opportunity:

"This is a significant day in the history of our company and a testament to the hard work and expertise of everyone at Play’n GO."

This allows players to experience the popular game in person without the need to connect to the Internet. William Hill has 5,800 FOBTs across the United Kingdom located in 1,450 shops, which will give Play’n GO a tremendous boost in terms of product awareness and pull with customers in the country.

The company has also been spinning its wheels to ensure that it keeps a strong pace of production. In 2022 alone, Play’n GO developed more than 50 new slot titles, bringing the total number of products available to players to 300.

Törnqvist said that this was just a litmus test for what was to come next, as the UK land-based market is going to test the reach and pull of the company’s flagship Book of Dead. There are more opportunities to explore, as well, though, and particularly in the United States where both the land-based and iGaming sectors are changing rapidly, the executive noted.

"William Hill believes just as strongly in this as we do, and I’m sure this land-based partnership will be a long and fruitful one," he said speaking about the collaboration. As to William Hill, UK Gaming Director Ian Millman was similarly pleased with the opportunity.

He said that William Hill was constantly looking for out-of-the-box solutions that allow the supplier to elevate the experience and create strong and worthwhile experiences across the board.

"We can think of no better partner than Play’n GO, who share our passion for responsible gaming and entertainment, to drive innovation through the gaming industry together," Millman said.

Play’n GO recently won the Responsible Gambling distinction from GamCare for the supplier’s ongoing efforts to strengthen and improve consumer protection measures through its games.

Image credit: Play’n GO