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Betfair Begins Transition To iPoker Platform

Internet betting firm Betfair has announced that it has begun transitioning itself to gaming developer Playtech's iPoker Network.

The move comes a few months after Betfair announced it would begin offering its poker services through the iPoker Network in Spain and Italy under the "New Betfair Poker" brand. Currently Betfair operates a separate platform called the "Classic Betfair Poker" brand, which is powered by the Ongame Network.

"New Betfair POKER" will feature enhanced tournaments, more tables, and speed poker. Branded promotions and a different loyalty program will also be offered to Betfair clients.

Speaking about the process Betfair Director of Gaming Sam Hobcraft said: "Our intention has always been to offer our customers a rewarding and varied poker experience. Launching New Betfair Poker on Playtech's platform will help us to continue to achieve this goal. It's a world-class product, offering unique and innovative features. This, coupled with Betfair Poker's renowned community and loyalty offerings will help us better retain our existing player base and attract a new audience to Betfair Poker."

Playtech Head of iPoker Roei Gavish said: "Our network continues to see positive development from both a liquidity and technological standpoint, which not only benefits a large operator like Betfair but also secures Playtech's leadership in the Poker B2B market."

The network is set to be launched on Betfair beginning in July, with new Betfair poker players being forced to adopt the "New Betfair Poker" brand rather than the "Classic" option.

With the addition of Betfair to its premium tier, iPoker now can boast eight gaming giants on the top end. Fellow gaming brands occupying the top segment include Winner Poker, bet365, Paddy Power, William Hill, and Titan.

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