Playtech, Betfred Extend Relationship

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Gaming operator Betfred announced this week that they've extended their partnership with software group Playtech, and will continue their retail sportsbook agreement moving forward.

Betfred and Playtech have worked together for the past twelve years, and the agreement will see Playtech's Self-Service Betting Terminals continuing to be provided in Betfred's shops throughout the UK. The company said that SSBT use has grown by about 50% over the past two years, and continued use of the terminals and their expansion will be possible through the agreement.

Commenting on the deal, Betfred COO Mark Stebbings said, "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.

"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."

Playtech COO Shimon Akad also commented, noting: "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 digitising the retail space and adapting to the changing Retail customer demands."

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About the author

Therese Williams // UK Correspondent
Therese Williams
Therese is a fervent fan of slot machines and pub fruities, often trying her luck at some of the top online casinos. She covers news for Casino Listings with a focus on the UK and Europe. Therese studied arts and creative writing at university and has written for newspapers in the UK.