iGaming software provider Yggdrasil has just entered the retail segment for the first time after signing a new deal with Finnish government-owned operator, Veikkaus.

Yggdrasil will reuse and provide slot games for Veikkaus’ retail estate in Finland over the operator’s proprietary Video Lottery Terminals (VLTs). The software provider already provides Veikkaus with slot content in the online channel.

The supplier’s first retail games will go live in Finland with Veikkaus across their retail network around the middle of next year. According to Yggdrasil, they were already able to achieve an early proof of concept.

“We are delighted to extend provision of gaming content to Veikkaus in their retail environment. Expansion of partnership into retail fits perfectly into our own and Veikkaus omnichannel strategy, where we effectively can scale business operations, drive improved total player value, and content familiarization,” Bjorn Krantz, chief of global market operations at Yggdrasil, said.

“It has been a thorough selection process by Veikkaus, and I am very proud of the teams involved during the successful process. We really look forward to a long and mutually beneficial retail relationship with Veikkaus,” he added.

Jan Hagelberg, Veikkaus’ VP of casino games, also commented saying:

“So far, the retail VLT distribution has been dedicated to our in-house content only, but we are now ready to host a technical pipeline that enables trusted online partners and 3rd party studios to supply their games to our retail customers. We’ve chosen Yggdrasil to be our first partner to pilot this because of their innovative content, proven technical capability and capacity to deliver swift time-to-market with Veikkaus team. We are excited to expand our strong partnership from online to cover also retail.”