WMS Industries has announced the formation of Williams Interactive to advance its i-gaming products and services.

The wholly owned subsidiary will focus on the growth, development and operational execution of the company’s global online wagering, social, casual and mobile gaming initiatives. Its creation is intended to optimise the benefits of i-gaming for WMS’ casino operator customers and their players.

Orrin J. Edidin, president of WMS Industries, has been promoted to the new position of president and chief executive officer of Williams Interactive. In his new role, Edidin will lead the company’s efforts to leverage its product development, content and i-gaming capabilities to capitalise on the emerging industry’s significant potential growth opportunities by supporting casinos’ participation in these new distribution channels.

Under Edidin’s leadership, Williams Interactive will integrate under a unified organisational structure the company’s range of interactive gaming operations and development initiatives in the rapidly growing online wagering, social, casual, and mobile gaming distribution channels.

Williams Interactive is expected to facilitate the continued expansion, evolution and extension of WMS’ interactive businesses, including Jadestone Group, Player’s life Web Service, the company’s social gaming pursuits, Phantom EFX, plus more.

“For several years, WMS has been moving toward the convergence of land-based casino entertainment with players’ desires for gaming content across the full spectrum of online, social, casual and mobile mediums,” said Brian R. Gamache, chairman and CEO of WMS Industries.

“Across the gaming industry, casino operators are looking for assistance in preparing for the ongoing convergence between their land-based casino gaming and the various new i-gaming options,” Gamache added.

“Having strengthened our organisation, realigned our product development and our operational efforts to address customers’ current needs and their players’ current behaviors, we’ve rebuilt momentum over the past year and we are in an excellent position strategically, operationally and financially to expand our iGaming efforts while building on our core business focus and strengths.”

Edidin commented: “A global migration toward content convergence and multi-channel distribution is rapidly underway. Having anticipated the convergence of land-based casino gaming with online, social, casual and mobile gaming, we set out several years ago to prepare WMS to benefit from these exciting new opportunities. We have developed and acquired the appropriate experience and skills needed to help our customers prepare for the convergence in their businesses with a broad set of value-added solutions, products and managed services.”