Betfred, a leading player in the gambling industry, has extended its partnership with Playtech, a major provider of gaming software. This multi-year deal builds on a long-term association that dates back over 12 years.
Playtech’s Self Service Betting Terminals (SSBTs) will be installed in more Betfred outlets, a response to the increased demand for sports betting on terminals. Horse and dog racing will also be available to Betfred customers on terminals for the first time. Playtech Sports betting features include Betbuilder, dynamic content display, and top-notch content, and the company’s expertise in this area has been further enhanced by recent developments such as Player Props.
Shimon Akad, Chief Operating Officer of Playtech, said the partnership with Betfred had enabled the development of new technologies that had digitised the retail space and allowed the company to adapt to the changing demands of customers:
“Betfred is one of the most established and respected businesses in the gambling industry, and over the course of our partnership, the business has gone from strength to strength. Expanding the capacity of the Betfred offering through both more terminals and an ever-increasing range of betting events and exciting features has been a key pillar of our work together as we continue to develop new technologies aimed at digitising the retail space and adapting to the changing Retail customer demands.”
Group Chief Operating Officer of Betfred, Mark Stebbings, said:
“This new deal demonstrates the importance of our ongoing relationship with market leader Playtech. The importance of Betting terminals to our retail offer continues to increase, becoming an increasingly essential gaming component for our customers and, therefore, a crucial part of the future of our company.
“Looking ahead, there is scope for further development of the partnership as we look to increase the use of Playtech SSBTs even further, bringing new and exciting betting experiences to our customers across the UK.”
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