Playtech Extends Its Deal with Betfred to Supply Betting Terminals

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Playtech, the gaming and technology provider, has announced it has reached an agreement with Betfred, the global gaming operator, with a deal that sees the management and installation of Playtech Self Service Betting Terminals (SSBTs) in the operator’s United Kingdom betting shops.

This new multi-year deal is an extension of a current agreement between Playtech and Betfred and marks a successful collaboration of 12 years involving both parties.

Betfred has revealed that it has increased the installation of the Playtech SSBTs by nearly 50% in the last 2 years, and expects this trend to continue with the addition of several features, including an upgraded Betbuilder option, which is very popular with customers.

Currently, the betting terminals in Betfred retail locations feature sports betting and gaming. The new deal will include the introduction of horseracing and greyhound racing on the terminals for the first time.

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 digitizing the retail space and adapting to the changing Retail customer demands.

Shimon AkadChief Operating Officer at Playtech

Betfred has also stated it plans to increase the depth of the current partnership as it follows a strategy of increasing the number of Playtech SSBTs that it uses throughout its gaming operation.

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.

Mark StebbingsGroup Chief Operating Officer of Betfred

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