Yggdrasil agrees slots content deal with GVC’s Ladbrokes, Coral and Gala brands

The game development company Yggdrasil, a Cherry AB (publ) – STO: CHER-B.ST – subsidiary, agrees casino slots content deal with some of the largest betting and gaming brands in the United Kingdom.

Yggdrasil has finalised a deal with, GVC Holdings, the owner of the Ladbrokes, Coral and Gala brands, to provide the brands with its market leading casino slots gaming content.

With their online presence and network of betting shops, Ladbrokes and Coral are two of the UK’s leading betting and gaming brands, while Gala is a leader on the UK bingo market. Together they make GVC the UK’s largest high street bookmaker, as well as being one of the world’s largest online-led listed companies, licensed in more than 20 regulated markets.

Customers of all three brands will have access to the full portfolio of Yggdrasil’s high performing and compelling casino slots including the latest releases Trolls Bridge, Baron Samedi and Hanzo’s Dojo and classic Yggdrasil titles such as the game-changing Vikings trilogy.

The brands will also be able to deploy BOOST®, Yggdrasil’s proprietary range of in-game promotional tools allowing them to instantly run promotions from within the game client.

Fredrik Elmqvist, CEO, Yggdrasil, said: “This is a significant agreement with some of the industry’s largest brands and I’m thrilled to be able to announce it today ahead of Europe’s largest gaming event, ICE London, in a few weeks’ time.”

Liron Snir, GVC’s Chief Product Officer, said: “We’re delighted to enhance our offer for Ladbrokes and Coral customers with Yggdrasil’s dynamic slots content. The high production values and innovative features they bring have already proven to be hugely popular with customers across our broader brand portfolio in regulated markets.”

For further information, please contact:

Fredrik Elmqvist, CEO Yggdrasil, +356 99 62 51 04, fredrik@yggdrasilgaming.com
Anders Antonsson, IR & Communications: +46 709 994 970, anders.antonsson@cherry.se

This information was submitted for publication on 23 January 2019, at 10:00 a.m. CET.


GVC Holdings PLC (LSE:GVC) is one of the world’s largest sports betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports Brands include bwin, Coral, Crystalbet, Eurobet, Ladbrokes and Sportingbet; Gaming Brands include CasinoClub, Foxy Bingo, Gala, Gioco Digitale, partypoker and PartyCasino. The Group owns proprietary technology across all of its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis. GVC acquired Ladbrokes Coral Group plc on 28 March 2018 and is now the UK’s largest high street bookmaker, with over 3,500 betting shops. The Group, incorporated in the Isle of Man, is a constituent of the FTSE 100 index and has licences in more than 20 countries, across five continents. GVC was a founding member of the Senet Group and is committed to leading the industry in Responsible Gambling standards.


Cherry is a innovative and fast-growing company within gaming, entertainment and media. Established in 1963, today Cherry operates through five diversified business areas: Online Gaming, Game Development, Online Marketing, Gaming Technology, and Restaurant Casino. The Group’s objective is to grow organically in combination with strategic acquisitions of fast-growing companies. Cherry employs some 1,400 people and has about 9,250 shareholders. The Company’s class B share is listed on the Nasdaq Stockholm exchange, Mid Cap segment. More information is available at www.cherry.se