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YGGDRASIL YGS MASTERS


Yggdrasil YGS Masters: From concept to reality


Yggdrasil is partnering with some of the best independent game studios to create the YGS Masters. Matt Broughton delves deeper.


H


ow do you inject killer content into the fragmented and congested iGaming ecosystem? Industry trailblazer Yggdrasil has located the secret formula; their partnership program, YGS Masters, is currently picking up pace and is expected to boom in 2019.


YGS Masters, a fresh and entrepreneurial initiative – where Yggdrasil partners up with the best independent games studios in the market to create amazing game content – has already shown great progress in signing three deals with Northern Lights, Rabcat and Fantasma Games, with many more deals in the pipeline to be announced soon.


Fredrik Elmqvis


The program began to crystalize at ICE 2018 when Yggdrasil’s CEO Fredrik Elmqvist approached Stuart McCarthy, today Head of Studio Partnerships at Yggdrasil, to discuss an idea. The plan presented was to open up Yggdrasil’s powerful proprietary platform to independent studios and distribute their games to Yggdrasil’s impressive customer base. “I had just left NYX (now SG Digital) where I had been deeply involved in their game aggregation business, so I knew full well that with the right steer this idea was going to be a winner”, says Stuart. Spin forward to ICE 2019 and the concept of an invite-only, semi-open platform where Yggdrasil curate the highest quality content from the world’s leading independent games studios, will become a commercial reality, with launch of its first partner games.


Stuart McCarthy


YGS Masters is a strategic initiative in response to gaming’s increasingly fragmented value chain. With direct integrations scarce, independent suppliers benefit from the support of an established partner with pioneering technology. Yggdrasil’s collection of cutting-edge in-game promotional tools, BOOST, provides studios with a valuable springboard to launch their games with maximum impact.


We truly believe there is some stellar talent out there waiting to be unleashed


78 FEBRUARY 2019 CIO


“Standing still is simply not part of our DNA, and we know there are many more talented studios and individuals out there who have a huge potential,” says Stuart. “By working together, we can develop the most innovative products possible on our advanced platform, broadening our product offering while delivering new and exciting experiences to our operators’ players in one streamlined and


commercially attractive package. At the same time, we give studios and individuals the opportunity to accelerate the process of making their concept a money-making success.”


Stuart continues: “We truly believe there is some stellar talent out there waiting to be unleashed. Therefore, at ICE 2019 we are planning an industry- first: a live on-stand event where we will offer a window for that talent to become part of this great Yggdrasil success story.”


Over the course of the three-day event Yggdrasil will invite a wide range of independent studios to showcase their content and innovative concept live in front of their very own dream maker and CEO Fredrik Elmqvist. Fredrik, who started Yggdrasil just seven years ago, has taken his learnings and experiences from his extensive gaming career. Strong from the experience building the Yggdrasil company from scratch to becoming a company with more than 270 employees and a total operating revenue of SEK 195.8 million reported in the Q3 results, which is up 66% compared to the same period last year. Each 20-minute pitch could change someone’s future. Fredrik and the YGS Masters management team are looking to invest in and partner with dynamic entrepreneurial companies willing to bring their ideas and business to the next level.


Once accepted into the programme and with terms agreed, the real collaborative work will begin. Designing the highest quality games that can sit side-by-side with Yggdrasil’s premium content portfolio and, once distributed to our extensive partner network, give our operators and studio partners even more of a competitive edge.


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