Gambling technology giant Playtech recently announced that the extension of its long-term partnership with Betfred, a British bookmaker. The company already has a working relationship with GVC Holdings.

What does the new deal include?

Under the terms of the new deal, Playtech will provide Betfred its wide range of gambling products for the next four years. The deal will include content delivery for the casino, live casino, poker, and bingo games on an exclusive basis in the UK. Playtech’s extensive collaboration with Betfred means that the company will enjoy better exposure to the British gambling market.

The partnership between Playtech and Betfred goes back more than a decade. The new extended partnership could hold Betfred to create a stronger presence in the Live Casino space in the country. The company’s flagship Live Casino was first revealed in Riga, the capital of Latvia. Playtech has big ambitions in this space and together, the two companies are trying to realize these goals.

Growth for both companies

Shimon Akad, Playtech COO, commented on the partnership and said that the company is delighted to work with Betfred. He also said that the two have

“chosen to commit to an exclusive agreement across four key verticals.” He also mentioned that Betfred’s investment in Playtech’s Live Casino in 2018 was a major step towards cementing the working relationship between the two companies. He said that Betfred has helped them develop a “compelling Live offering.”

Rakesh Chablani, the managing director of Betfred, said that the new four-year agreement between the two companies presents an exciting opportunity that could help in the growth of their business. He also said that they are passionate about creating better player experience across all their verticals. He also emphasized on the Live Casino as well as the Poker, Bingo and Casino sections of their partnership.

The news after Betfred’s extended partnership with Playtech comes shortly after the operator announced that it has made a broad range of online casino titled by Swedish provider NetEnt available. Playtech is also working with GVC Holdings in Spain. This is a key growth market for the company. GVC Holdings will now running Bwin brands, partypoker, and PartyCasino on its platform. GVC has already debuted Quantum Ruleta Live. It was the first roulette game available in the local iGaming market that comes with multiplier boosts along with two unique events- Quantum Leap and Quantum Boost.