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.
