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Play’n GO and William Hill link up to strengthen Italian presence

| By iGB Editorial Team
Play’n GO will expand its presence in Italy through a new partnership with William Hill.
Betsson Italy

The operator will offer players in Italy access to the entire Play’n GO catalogue of online casino games. Popular games like Book of Dead, Rise of Olympus and Reactoonz are included in the deal.

Play’n GO said that the agreement represented a “firm commitment to the Italian” market by both parties.

Play’n GO and William Hill’s well-established partnership

William Hill and Play’n GO already have a well-established partnership in various markets.

Earlier this year, they collaborated on introducing Book of Dead to William Hill fixed-odds betting terminals across the UK. According to Play’n GO, the move has been “highly successful”.

Valerio Micchio, head of commercial at William Hill in Italy, described Play’n GO as a “natural partner” for expansion. 

“Our already-existing relationship points towards further success here in Italy,” Micchio said. “We’re pleased to welcome a company who are as equally committed as we are to providing a safe, exciting experience to players everywhere.” 

Italy importance to Play’n GO

Michele Stefanelli, Play’n GO’s sales leader for LatAm and Southern Europe, underlined that the “Italian market is very important” to the supplier.

The length of the deal was not disclosed. However, Stefanelli said that Play’n GO is looking forward to “many years of success together” with William Hill in Italy.

He added: “We’re pleased to continue our growth in the region with William Hill, who we’ve already had enormous success with around the world.

“We’re committed to providing Italian players with the best online casino experience possible. This partnership with William Hill is another big step in that direction.

“We’re confident that William Hill’s Italian players will love the opportunity to engage with our content.” 

Last month, Play’n GO chief commercial officer Magnus Olsson outlined the provider’s expansion plans, including in the US. The supplier already has a presence in several states, including Michigan, New Jersey and West Virginia.

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