The iGaming industry is buzzing with excitement as Octoplay, a rising star in the world of online gaming, announces its latest expansion in the UK through a strategic partnership with William Hill. This collaboration marks a significant milestone for both companies, blending Octoplay’s innovative gaming content with William Hill’s iconic reputation as a trusted sports betting and gaming brand. As of March 12, 2025, this move underscores Octoplay’s ambitious growth strategy and its commitment to delivering high-quality entertainment to players in regulated markets. Let’s dive into the details of this partnership, explore what it means for UK players, and unpack why this is a big deal in the ever-evolving iGaming landscape.
In late 2024, Octoplay officially went live with William Hill, bringing its premium slot games and innovative solutions to one of the UK’s most prominent gaming platforms. This partnership isn’t just another content deal—it’s a carefully crafted collaboration that showcases Octoplay’s ability to tailor its offerings for top-tier operators. With a bespoke “Jackpot Hunt” solution designed exclusively for William Hill, alongside a lineup of popular slot titles, this alliance promises to elevate the gaming experience for William Hill’s vast player base.
For those unfamiliar, Octoplay is a Malta-based game developer known for its cutting-edge slots and platform solutions. With licenses in multiple regulated markets—including the UK, Sweden, Malta, and beyond—the company has been steadily building a reputation as a must-have supplier in the iGaming world. William Hill, on the other hand, needs little introduction. Founded in 1934, it’s a household name in the UK, synonymous with sports betting and, more recently, a robust online casino offering. Bringing these two powerhouses together is a match made in gaming heaven.
Nick Vuchev, Octoplay’s Commercial Director, couldn’t hide his enthusiasm: “Partnering with William Hill represents a significant step in our expansion strategy. The bespoke Jackpot Hunt solution we’ve developed for William Hill showcases our ability to collaborate closely with tier-one operators to create tailored, innovative content. We’re excited to bring our premium games to William Hill’s players in the UK.”
Keiron Downs, Head of Gaming UK Content Operations at William Hill, echoed this sentiment: “At William Hill, we’re always looking to enhance our gaming portfolio with high-quality, engaging content. Octoplay’s games and Jackpot Hunt align perfectly with our commitment to providing an exceptional gaming experience.”
So, what does this mean for the average UK player spinning the reels or placing bets on William Hill’s platform? Quite a lot, actually. This deal brings a fresh wave of entertainment options, blending Octoplay’s creative flair with William Hill’s trusted platform. Here’s a closer look at what players can expect:
A Fresh Batch of Premium Slot Games
Octoplay is rolling out some of its most popular titles to William Hill’s online casino, including Cash Link Express: Hold & Win, Lightning Blitz Supercharged, and 777 Hot Reels. These games are known for their vibrant graphics, engaging mechanics, and player-friendly features. Whether you’re a fan of classic slot vibes or crave something with a modern twist, Octoplay’s portfolio has something for everyone.
These games aren’t just fun—they’re designed to keep players coming back for more, with innovative bonus rounds and high engagement potential.
The Exclusive Jackpot Hunt Feature
The standout feature of this partnership is the bespoke Jackpot Hunt solution, an opt-in jackpot system developed specifically for William Hill. This isn’t your run-of-the-mill progressive jackpot; it’s a tailored experience that adds an extra layer of excitement to Octoplay’s slots. Players can opt in for a chance to win big, making every spin feel like a potential game-changer. It’s a brilliant example of how Octoplay collaborates with operators to create unique, player-focused innovations.
A Trusted Platform Meets Fresh Content
William Hill has spent decades building trust with UK players, and its online casino is a go-to destination for millions. By integrating Octoplay’s content, William Hill ensures its offerings stay fresh and competitive in a crowded market. For players, this means access to cutting-edge games without leaving the comfort of a platform they already know and love.
This partnership with William Hill isn’t a one-off—it’s part of Octoplay’s broader strategy to dominate the UK iGaming market. In recent years, the company has inked deals with other heavyweights like Flutter Entertainment (think Paddy Power and Betfair), Entain, and Sky Betting & Gaming. Each collaboration has helped Octoplay cement its status as a key player in one of the world’s largest regulated gaming markets.
The UK is a prime target for iGaming companies, thanks to its well-established regulatory framework under the UK Gambling Commission (UKGC) and a massive player base with a strong appetite for online gaming. Octoplay’s success here is no accident—it’s the result of a calculated push to partner with tier-one operators and deliver content that resonates with local players.
This rapid succession of partnerships highlights Octoplay’s momentum and its knack for aligning with operators that share its vision for quality and innovation.
To understand why William Hill chose Octoplay as a partner, it’s worth exploring what sets this developer apart in a crowded field. Octoplay isn’t just churning out generic slots—they’re crafting experiences that blend creativity, technology, and player psychology. Here’s what makes them tick:
Innovation at the Core
From the Jackpot Hunt feature to unique slot mechanics, Octoplay prioritizes innovation. They’re not afraid to push boundaries, whether it’s through grid-expanding slots or custom solutions tailored to specific operators. This forward-thinking approach keeps them ahead of the curve.
A Player-First Philosophy
Octoplay’s games are designed with players in mind. They focus on delivering immersive visuals, intuitive gameplay, and rewarding features that keep users engaged. It’s not just about spinning reels—it’s about creating a memorable experience.
Regulatory Expertise
With licenses in the UK, Sweden, Malta, Ontario, Slovakia, Greece, Romania, and more, Octoplay knows how to navigate regulated markets. This expertise ensures their content meets strict standards for fairness and responsibility, making them a reliable partner for operators like William Hill.
Strategic Partnerships
Octoplay doesn’t just sign deals—they build relationships. Their ability to collaborate closely with operators, as seen with the William Hill Jackpot Hunt, demonstrates a level of flexibility and commitment that’s rare in the industry.
Why William Hill? For Octoplay, partnering with a brand of this caliber is a no-brainer. William Hill brings a massive audience, decades of credibility, and a platform that’s optimized for both desktop and mobile play. Here’s why this pairing works so well:
A Legacy of Trust
Since its founding in 1934, William Hill has weathered countless changes in the gambling landscape. Its acquisition by Caesars Entertainment in 2021 and subsequent purchase by 888 Holdings in 2022 have only strengthened its position. UK players trust William Hill, and that trust extends to the content it offers.
A Robust Online Presence
While William Hill started as a high-street bookmaker, its online casino has become a cornerstone of its business. Adding Octoplay’s games keeps the platform competitive in a market where players demand variety and quality.
Shared Values
Both companies prioritize player satisfaction and innovation. William Hill’s willingness to adopt the Jackpot Hunt feature shows its openness to new ideas, while Octoplay’s tailored approach aligns with William Hill’s goal of delivering exceptional experiences.
The Octoplay-William Hill partnership is a microcosm of broader trends in the UK iGaming market. Online gambling has exploded in popularity, driven by advances in technology, widespread mobile adoption, and a growing acceptance of digital entertainment. According to the UKGC, the online gambling sector generated £6.4 billion in gross gambling yield (GGY) between April 2023 and March 2024, with slots accounting for a significant chunk of that revenue.
This growth has attracted a flood of developers and operators, all vying for a piece of the pie. For Octoplay, standing out means offering something unique—whether it’s a bespoke jackpot feature or a slot that breaks the mold. For William Hill, staying relevant means constantly refreshing its portfolio with content that keeps players engaged.
Looking ahead, this partnership is just the beginning. Octoplay shows no signs of slowing down, with plans to expand into more regulated markets and forge additional alliances. Their recent entry into Belgium with Casino777 and a deal with Svenska Spel in Sweden suggest they’re eyeing global dominance. For William Hill, integrating Octoplay’s content could pave the way for more exclusive features or even deeper collaboration down the line.
Players can expect regular updates to the game lineup, with Octoplay likely to roll out new titles and enhancements to keep the experience fresh. The Jackpot Hunt feature, in particular, could evolve into a cornerstone of William Hill’s casino offering, setting a precedent for how operators and developers work together.
Beyond the immediate impact on players, this partnership has ripple effects across the iGaming ecosystem:
Octoplay’s expansion in the UK with William Hill is more than a business deal—it’s a statement. It’s proof that innovation and collaboration can create something truly special in the world of online gaming. For UK players, it’s an exciting time to log into William Hill and explore what Octoplay has in store. From thrilling slots to the exclusive Jackpot Hunt, this partnership delivers on its promise of quality and entertainment.
As Octoplay continues its upward trajectory and William Hill solidifies its online dominance, one thing is clear: this is a duo worth watching. Whether you’re a casual player or a seasoned spinner, this collaboration brings a fresh spark to the UK iGaming scene—and it’s only just getting started.
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