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UK – Betfred extends terminal deal with Playtech

By - 20 March 2023

Playtech has announced a multi-year extension to its exclusive partnership with Betfred, which will see even more Playtech Self Service Betting Terminals (SSBTs) installed in Betfred shops, which have seen terminal numbers grow by over 50 per cent in the last two years.

Horse and Dog racing will be available to Betfred customers on terminals for the first time, and recent exciting new products and features demonstrate why Playtech Sports betting is such a compelling offering for partners. These include new and improved Betbuilder, Dynamic content display and best-in-class content. With the upcoming World Cup later in the year and the increasing popularity of cricket betting in shops, Playtech’s best-in-class content and range of events continue to lead the way.

Shimon Akad, Chief Operating Officer of Playtech, said: “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.”

Playtech’s reputation as the leading provider of Retail Sports Betting terminals has been further bolstered by recent releases of exciting new features and markets, such as Betbuilder and Player Props, which are also available as part of the Betbuilder on Terminals.

Mark Stebbings, Group Chief Operating Officer of Betfred, 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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