In the United Kingdom, online and land-based sportsbetting operator Betfred has signed a deal to take delivery of an additional selection of self-service betting terminals from omni-channel sportsbetting solutions provider Playtech BGT Sports.

One of the largest bookmakers in the United Kingdom with some 1,700 retail locations, Warrington-based Betfred detailed that the agreement will see it place the new state-of-the-art widescreen machines into its best performing domestic shops as a way to diversify its offering and bring in incremental revenues.

For its part, Nicosia-based Playtech BGT Sports is a subordinate of online casino games and systems innovator Playtech and it inked an agreement with Betfred in June that saw it agree to roll-out an initial offering of some 500 self-service betting terminals.

Mark Stebbings, Retail Managing Director for Betfred, declared that his firm had experienced ‘significant growth’ from the non-soccer and in-play betting opportunities offered by Playtech BGT Sports’ self-service betting terminals before portraying the latest deal as part of an effort to ‘continue to improve both product and user experience across our estate’.

John Pettit, United Kingdom, Ireland, Asia and Australia Managing Director for Playtech BGT Sports, described Betfred as ‘a very important customer’ before stating that the new agreement would ‘build on this partnership further’.

“Having already extended the initial contract earlier in the year, we’re delighted that its customers are continuing to enjoy both the incremental revenue opportunities and product development features that only the Playtech BGT Sports self-service betting terminals can deliver,” read a statement from Pettit.