Betfred and Playtech have extended their partnership with a multi-year extension agreement that will see Playtech products sold in Betfred shops.
Both businesses have been working together for 12 years.
The extension also includes an increase in the number of Playtech Self Service Betting Terminals in Betfred shops. Playtech reported that terminal numbers have increased by 50% over the past two years. More will be installed to meet customer demand for SSBTs in sports betting.
The terminals will also be home to horse- and dog racing, which is a first.
Mark Stebbings, chief operating officer of Betfred Group, stated that this new deal shows the importance and value of our ongoing relationship to market leader Playtech. “Betting terminals are becoming an increasingly important gaming component for our retail customers, and a key part of the company’s future, which is why their importance continues to grow.”
“Looking ahead, there are opportunities for further development of this partnership as we look forward to increasing the use of Playtech SSBTs further and bringing new and exciting betting experiences across the UK to our customers.”
Shimon Akad, chief operating officer at Playtech, said that Betfred was one of the most respected and established businesses in the gambling sector. The partnership has seen the business grow from strength to strength.
As we work together to develop new technologies and adapt to changing retail customer needs, expanding the Betfred offer has been a major pillar of our collaboration.
