Internet gaming group Playtech has announced that they've purchased responsible gaming group BetBuddy for an undisclosed amount.
The purchase will see the analytics group picked up by Playtech and integrated into the developer's casino platform. The BetBuddy platform has behavior analysis, which takes and looks at player decisions and then can inform them when potential problem betting issues arise. Playtech plans to integrate this into their existing IMS player management system.
BetBuddy has been in operation for the past five years and has worked with several gambling addiction groups among others to fine tune their software. The company's product is used by operators in regulated jurisdictions in an attempt to push responsible gaming.
The decision to purchase comes after Playtech gave the software a trial earlier this year.
Speaking about the deal BetBuddy CEO Simo Dragicevic said, "We are thrilled to have agreed terms with Playtech, the leading B2B supplier in the gambling industry. We look forward to working with the Playtech Compliance, Business Intelligence, and Game Development teams, in partnership with Playtech's customers and wider industry stakeholders, to continue to help to raise standards in Responsible Gambling."
Playtech Head of Regulatory Affairs and Compliance Ian Ince added: "Responsible Gambling is a cornerstone in all Playtech's offerings. This acquisition demonstrates our commitment to producing solutions and games that will enable Playtech and its customers to be the most responsive and responsible businesses in the industry."