Nolimit city and William Hill roll out the red carpet for Golden Genie & The Walking Wilds
Some launches define an era. Like the curtain rising on a perfectly prepared stage. Summer 2020: Nolimit City, a young Malta-based studio already well known among fans of innovative slot games, partnered for the first time with William Hill, the British iGaming giant. Together, they orchestrated an exclusive release that was far from anecdotal: Golden Genie & The Walking Wilds™.
The result was a video slot inspired by Arabian tales, becoming the centerpiece of a carefully crafted distribution strategy. More than just a launch, it was a demonstration of strength. A statement of intent from both sides.
A strategic partnership on a european scale
In July 2020, Nolimit City reached a decisive milestone by announcing its collaboration with William Hill, an operator founded in 1934 and now active in more than 10 regulated jurisdictions. With over 12,000 employees and annual revenue exceeding £1.3 billion, William Hill stands as a true institution in the online gaming industry (William Hill Annual Report).
This alliance was built around a temporary exclusive launch strategy: the rollout of Golden Genie & The Walking Wilds™ across several of William Hill’s international online casino brands, including Scandic, Mr Green, Redbet, and 11.lv. By orchestrating this simultaneous launch across high-profile European platforms, Nolimit City positioned its title squarely in the spotlight of players’ attention.
This strategic move came during a period of strong acceleration for the studio. Just weeks earlier, Nolimit City had strengthened its foothold in the Nordic and Baltic markets through a partnership with Coolbet, a well-established operator in those regions. A planned rise, not an improvised one.
An exclusivity serving visibility
This temporary exclusivity across William Hill’s brands was far from a marketing gimmick. It was a powerful lever to maximize initial visibility. It concentrated traffic volumes, leveraged the reputation of partner platforms, and quickly embedded the title into players’ habits.
“From the very first week, we saw the slot climbing the charts. It quickly became a regular stop for our players. Like the new trendy spot in town,” shared a marketing manager from Mr Green.
This approach reflects a broader trend. According to H2 Gambling Capital, the European iGaming market was worth €52.3 billion (2023). Exclusive launches have now become a strategic weapon for studios aiming to stand out in an increasingly saturated landscape.
Golden Genie & The Walking Wilds: immersion in an arabian tale
Golden Genie & The Walking Wilds™ is a Nolimit City slot wrapped in a magical Arabian theme. From the very first spin, players are drawn into a sumptuous setting olden minarets, ornate arches, mysterious lamps, and a mischievous genie ready to unleash the unexpected.
The game revolves around two random base game features, but its heart lies in the famous "Genie Parade" feature. When triggered, all Genie Wilds transform into Walking Wilds. With each step, the multiplier increases and then passes to the next genie, creating a chain of potentially spectacular wins. This progressive build-up gives the impression of watching a living scene, where every movement carries the promise of fortune.
“I had an incredible session. Within just a few spins, the multiplier hit x17! It was tense, thrilling... I felt like I was in an adventure movie,” shares Sébastien, a passionate fan of high-volatility slots.
Not everyone experienced it the same way, though.
“Visually, it’s stunning, no question. But after 30 minutes without triggering a real feature, I lost focus a bit. You have to enjoy waiting,” explains Élodie, a more casual player with a measured tone."
These two testimonials perfectly illustrate the game’s high volatility. Sequences that can lead to explosive wins or quiet stretches, depending entirely on the luck of the moment.
A measurable impact for Nolimit City
For Nolimit City, this collaboration with William Hill didn’t just mark a change in scale. It had a tangible and measurable impact.
During the exclusivity period:
- Traffic on partner platforms increased by +35%,
- Golden Genie & The Walking Wilds™ ranked among the Top 5 most-played new slots on Mr Green and Scandic,
- Mobile session duration rose significantly, showing stronger player engagement.
“Working with the William Hill team is an absolute pleasure. No one is as passionate about great games as these people,” said Malcolm Mizzi, Commercial Director at Nolimit City.
These results confirm that exclusive launch strategies in the iGaming industry can serve as true brand accelerators. When executed with precision.
An exemplary case study of collaborative marketing
This exclusive launch of Golden Genie & The Walking Wilds™ on the William Hill sites is more than a commercial operation: it is an exemplary case study in successful collaborative marketing.
By combining:
- a strategic partnership between a Maltese provider and a British operator,
- an exclusive distribution on influential European brands,
- a distinctive game mechanic within an immersive oriental theme,
- Nolimit City succeeded in anchoring its name in the European ecosystem in record time.
In just a few weeks, the slot went from the status of intriguing novelty to that of flagship title of summer 2020, helping strengthen the studio’s international legitimacy.
FAQ - Golden Genie & The Walking Wilds
Before diving into the heat of the action or frantically clicking the “Spin” button, it is natural to ask a few questions. Golden Genie & The Walking Wilds™ intrigues as much as it fascinates. Its oriental universe, its wandering multipliers and its notable launch have made it a privileged topic of discussion among slot enthusiasts.
To help you better understand what lies behind this creation from Nolimit City, we have gathered here the most frequent questions. You will find both a market-oriented vision on the strategy and impact of the game and player insights nourished by concrete experiences and practical advice.
Make yourself comfortable, the genie is about to reveal its secrets.
1. Why did Golden Genie & The Walking Wilds stand out in the iGaming market in 2020?
Its launch was distinguished by a coordinated exposure on several major European brands, which allowed it to quickly reach strong notoriety. Combined with a strong visual identity, an immersive oriental theme and unprecedented mechanics, this strategic positioning propelled the game among the most memorable titles of the year. It also illustrated the ability of Nolimit City to combine creativity and commercial impact.
2. What is the particularity of this Nolimit City slot?
Golden Genie & The Walking Wilds™ is an Arabic-fantasy video slot inspired by oriental tales. It combines a lush aesthetic of golden minarets, mischievous genies, a captivating sound atmosphere with a signature mechanic: the Genie Parade, which introduces Walking Wilds with progressive multipliers passed from one genie to another. This blend of visual narration and powerful gameplay makes it a very distinctive machine.
3. What are the main game mechanics included?
The core of the game is based on two random features in the base game and on the Genie Parade, the most emblematic feature. When it activates, the special symbols become Walking Wilds, which move from one reel to another while increasing their multiplier at each step. This growing multiplier is then transmitted to the next genie, generating cascading win sequences with high potential.
4. What place does this game occupy in Nolimit City’s strategy?
This title illustrates Nolimit City’s desire to create differentiating experiences: distinctive gameplay, strong artistic universe and controlled deployment on strategic European markets. Golden Genie & The Walking Wilds™ served as a showcase to demonstrate the studio’s ability to design games with a clear positioning, capable of standing among the market leaders.
5. Is Golden Genie & The Walking Wilds suitable for beginners?
Yes. Despite its high volatility, the features are simple to understand. The Genie Parade quickly becomes intuitive after a few spins. Beginners appreciate the immersive atmosphere, while experienced players see it as a machine capable of triggering spectacular win sequences provided one has the necessary patience.
6. What is the game atmosphere and overall pace?
The atmosphere is worthy of an Arabian tale: visual luxuriance, powerful music and dramatic tension during triggers. The pace is typical of a very high-volatility machine: sometimes calm for several spins, then explosive when the Walking Wilds appear. This alternation between waiting and intensity is part of its identity.
7. Which player profiles appreciate this machine the most?
Three main profiles stand out:
- Players seeking strong sensations, attracted by progressive multipliers and adrenaline peaks.
- Visual players, sensitive to immersive universes and rich themes.
- Patient players, willing to wait to experience striking sequences. Those who look for frequent and regular wins may, however, find the rhythm more demanding.
8. Is there a strategy to better enjoy the Genie Parade?
As with any Nolimit City slot, results are random. However, good bet management is essential: adapting your stake to last long enough and maximise your chances of witnessing several triggers is a common approach among experienced players. This allows you to fully enjoy intense sequences without depleting your bankroll too quickly.
9. What is the feeling when the Genie Parade triggers?
It is a turning point. The music intensifies, the multipliers rise, the genies advance from one reel to another… each step carries tension and hope. Many players describe this sequence as a dramatic rise, where the potential suddenly explodes. It is often the strong memory that remains from a session on this machine.
10. Is this slot suitable for mobile play?
Yes. The interface is perfectly optimised for smartphones and tablets. Animations remain fluid, readability is excellent, even during the most dynamic sequences. The mobile experience is one of the strong points of the game, matching the evolution of European player habits, with a majority now playing on mobile.
