Playtech, Betfred Announces Expansion of Partnership

March 26th, 2023: Playtech has announced that it has approved the expansion of its partnership with Betfred due to the increased popularity of its sports betting terminals. This multi-year extension is another validation of trust between these two gaming companies, which dates back more than 12 years. As part of the new deal, Playtech will add additional Self-Service Betting Terminals or SSBTs in Betfred shops, which have grown by 50% in the last 2 years.

More betting terminals and options for punters

Under this new agreement with Playtech, Betfred agrees to add more betting terminals in its shops. In addition to new units, the agreement also calls for new betting products that Betfred punters and sports fans can enjoy. For example, horse and dog racing betting markets shall be available to Betfred customers on these terminals for the first time.

The introduction of these new betting products demonstrates why Playtech Sports Betting is a reliable partner in the UK market. Under the collaboration, Playtech will add helpful tools and resources for customers including an improved Bet Builder, dynamic content display, and impressive setting content. Playtech’s content, particularly for cricket and the World Cup continues to be its advantage over other suppliers.

Betfred welcomes the new partnership

Betfred is looking forward to great things in this new Playtech partnership. According to Mark Stebbings, the Group’s Chief Operating Officer, this new deal underscores the importance of its relationship with a market leader like Playtech. He added that the importance of these betting terminals to their retail offerings continues to increase, and it has become a crucial part of the company’s success.

“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”, he added.

Playtech, on the other hand, sees Betred as an important partner in the industry. According to Shimon Akad, the company’s CEO, Betfred is one of the most respected names in the business, and throughout their long relationship, the company 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,” Mr. Akad added.