Playtech Extends Relationship With Paddy Power

Casino software group Playtech this week announced that they've extended their relationship with operator Paddy Power, which will see the company providing their Self Service Betting Terminals for Paddy's retail sites in Ireland and the UK.

The agreement will run through multiple years, and continues over a decade of SBBT services. Playtech cited growing demand for the terminals, with the company specifically citing the FIFA World Cup as showing growth in terminal participation. New features are being added to the terminal, including the ability to place player prop bets.

"Paddy Power has grown into a leading force since its inception over 30 years ago, and we look forward to building on our successful partnership with them," said Playtech COO Shimon Akad. "Our software performance has made this ongoing collaboration possible, and we are set on progressing plans to provide a customer-centric roadmap for the years ahead as we continue to develop new technologies aimed at digitising the retail space."

Paddy Power COO David Newton also commented, adding: "We are pleased to continue our strategically important relationship with industry leader Playtech. Playtech terminals are integral to our retail offer and a crucial part of the future strategy of our shops. We look forward to expanding this even further in the coming years.

"The future of our partnership is bright as we leverage Flutter's market-leading pricing capabilities to deliver new markets and betting opportunities for Paddy Power customers using the Playtech terminals. We are focused on delivering a fantastic omni channel and betting experience to even more players."