Playtech Extends Cooperation Deal with Betfred

On 17 March 2023, Playtech, a leading gambling technology supplier, declared an extension to its current partnership with Betfred, an influential figure in the iGaming section. The two gambling firms have cooperated for over 12 years, and the latest deal further strengthens their longstanding relationship. 

Following the latest deal, Playtech will add more of its innovative Self Service Betting Terminals to Betfred's outlets. The idea is to satisfy Betfred's heightened demand for wagering terminals, which have grown by over 50% in the last 24 months.

Betfred customers can now experience horse and dog racing through terminals for the first time. The terminals will also come with newly developed products and features like Bet Builder, Player Props, and Dynamic content display.

It's to be noted that Playtech already has a deal with Betfred to power its Online Live Casino. The UK Gambling Commission (UKGC) and the Gibraltar Regulatory Authority license the casino. 

Meeting the Changing Customer Demands

According to Shimon Akad, Chief Operating Officer of Playtech, the longstanding partnership with Betfred has continued to be successful. He noted that one of the major elements of their cooperation has been to expand the capacity of Betfred by providing more terminals to offer a range of betting activities and exciting features. This, Akad said, is part of Playtech's work to create new technologies to digitize the retail space and meet the changing customer demands.

On their part, Betfred's Group Chief Operating Officer, Mark Stebbings, remarked that this agreement illustrates the magnitude of the operator's long-term relationship with the top-tier Playtech. The official stressed that betting terminals had become a growing necessity in the company's retail offer because they are an indispensable gaming feature for patrons.

The Betfred deal is unsurprising, considering Playtech has been busy lately wrapping up deals to increase its global appeal. Last month, the company signed partnership deals with Paddy Power in the UK and Gold Rush Gaming in the US.