Gaming supplier Yggdrasil has secured market entry in Serbia through a strategic partnership with operator Merkur, delivering its slot portfolio to the regulated jurisdiction.
Yggdrasil has secured its entry into Serbia's regulated gaming market through a strategic partnership with global operator Merkur, making its comprehensive slot portfolio available to Serbian players via the MerkurXtip brand.
The collaboration, facilitated through Yggdrasil's existing partnership with Bragg Gaming, delivers both the supplier's core titles and content from studios within the YGG Masters program to Merkur's Serbian player base.
Serbian players now have access to Yggdrasil's latest releases including MexoMax 2 and Bob Marlin Goes Splashing, alongside the hugely popular Vikings series. The offering is further strengthened by established YGG Masters content such as 1000X Gold.
"We're excited to expand our presence in Serbia through a major partnership with Merkur. We are confident that it will be a roaring success as we deliver both our proven core titles and innovative YGG Masters content to players."
— Jose Kadala, Chief Commercial Officer at Yggdrasil
"Serbia represents an important growth market for us, and this deal demonstrates our commitment to providing operators with exceptional player experiences across regulated regions."
— Jose Kadala, Chief Commercial Officer at Yggdrasil
From Merkur's perspective, the partnership enhances its casino offering in the Balkan market with premium content.
"Yggdrasil's reputation for creating engaging, high-quality gaming content made them an ideal partner for expanding our offering."
— Nenad Aleksić, Head of Online Casino at Merkur
"With a creative approach to game creation and the broad portfolio via the YGG Masters program, their games are a perfect addition to our already strong slot stable."
— Nenad Aleksić, Head of Online Casino at Merkur
YGG Masters Program
Yggdrasil's YGG Masters program allows third-party studios to create content using Yggdrasil's technology platform. This expands the supplier's portfolio beyond their core titles, offering operators access to a broader range of games from multiple developers under one partnership.
This agreement represents another milestone in Yggdrasil's broader strategy of expanding across regulated European markets through key partnerships. Yggdrasil has also entered Croatian market through Admiral partnership, demonstrating the provider's systematic approach to regional expansion. The move demonstrates how suppliers are leveraging distributor relationships to efficiently access new jurisdictions while operators seek premium content to differentiate their offerings in competitive regulated markets.
According to Yggdrasil Gaming.
Written by
Oleksandra YukalchukContent Partnership Manager
Oleksandra joined We–Right™ Factory in 2022, bringing sharp communication skills and a copywriting foundation to client-facing content work. She works closely with iGaming teams to translate business goals into actionable content briefs. On iGamingWriter.blog, Oleksandra shares insights on content localization, market entry strategies, and how editorial processes work behind the scenes.
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