March 14th, 2016
The blooming relationship between William Hill, NYX Gaming and NYX's software subsidiary, NextGen, took another interesting step forward recently, after William Hill's heralded online casino welcomed the latest omni-channel slot from NYX and NextGen.
With online casino players now demanding more connectivity and accessibility from the games they play, William Hill has responded by harnessing the power of NextGen's Judge Dredd slot game. Now a part of William Hill's ever-expanding suite of comic-themed slots – including games such as Iron Man 3 and The Incredible Hulk – Judge Dredd offers betting limits between £0.25 and £50 across 25 paylines.
By far the most interesting feature of the newly added slot, which will form part of William Hill's SUPERBET series, is its omni-channel capabilities. As well as giving players access to the game via traditional online and mobile platforms, William Hill will also be offering the Judge Dredd slot via its network of UK betting shops. By stepping into any William Hill shop, players can connect with one of the on-site betting terminals, load up some credits and spin in wins before cashing out and collecting their prize money from the cashier.
While the slot looks very much like NYX Gaming's other NextGen products (NextGen being the company's premium development studio), its 'I Am the Law' feature will strike a chord with fans of the classic comic series. Hitting this feature will unlock a random cash prize and sits alongside a variety of scatters, win boosters and free spin options – all of which are in keeping with the Judge Dredd theme.
Judge Dredd is another shining example of NextGen's slots; it's the appeal of the game's omni-channel capabilities that William Hill is banking on as it heads further into 2016. Andrew Sackey, William Hill's head of product and content, explained:
"This omni-channel launch with NYX allows for even more of our players to enjoy premium gaming content across our channels – that is exclusively in all of our UK shops, on the go via mobile and via traditional desktop."
At the close of 2015, William Hill reported a 1% decline in revenue due to UK gaming taxation. This is something it will be hoping to overcome in 2016. Indeed, 2015 saw the UK Gambling Commission's (UKGC) new tax laws come into effect; William Hill was one of the companies that felt its pinch during its annual revenue report.
In a bid to negate the effects of this levy and make William Hill the leading online destination for iGamers, it has since placed greater emphasis on its omni-channel technology in a bid to offer more games to more players in a more efficient way.
"In technology terms, online now has a platform that allows us to deliver rapid and frequent innovations to customers, further differentiating our offering," explained chief executive James Henderson.
While it's too early to tell if William Hill's financial fortunes will improve as a result of its strategic shift, the betting company did have its price objective boosted by Morgan Stanley earlier this week. After reviewing the company's recent stock market performance, Morgan Stanley increased William Hill's price objective from GBX 400 ($5.66/£3.94) to GBX 425 ($6.01/£4.19), which suggests things are starting to move in the right direction.
To take on Judge Dredd and see who really 'is the law' when it comes to online slots, join William Hill Casino today!