London-listed gambling software development company, Playtech (PTEC:LSE), has extended its long-term partnership with independent bookmaker, Betfred, for another four years.

The deal will see the supplier provide live casino, bingo and poker services and content on an “exclusive basis” in the United Kingdom.

Playtech’s relationship with Betfred spans more than a decade, and the extension marks a new stage in the long-term partnership. The newly agreed deal also includes the broadening of the British sports betting giant’s dedicated live casino space, which was unveiled at the developer’s flagship Riga facility in 2018.

Exclusive agreement:

In an official press release, Chief Operating Officer for Playtech, Shimon Akad, commented on the partnership extension…

“We are delighted that Betfred, the world’s largest independent bookmaker and a key long-term partner for Playtech, has chosen to commit to an exclusive agreement across four key verticals. Betfred’s decision to invest in an exclusive Live Casino space in 2018 was a significant step in developing our working relationship, and has seen Betfred develop a highly compelling Live offering. We’re very much looking forward to working together over the next four years to continue delivering innovative content backed by industry-leading technology”.

Also pleased with the growing partnership, Managing Director for Betfred, Rakesh Chablani, added…

“Having had a strong and successful partnership with Playtech for over ten years now, the extension of our exclusive agreement for another four years represents an exciting opportunity to continue growing our business. We’re passionate about creating the best possible player experience across all verticals, and we’re confident that the continued development of our dedicated Live Casino space, plus an unparalleled selection of Casino, Bingo and Poker content, will allow us to do exactly that.”

GVC tie-up:

Hot on the heels of its latest deal, Playtech announced the launch of three new live roulette tables with British sports betting and gambling company, GVC Holdings PLC (LSE:GVC). Designed around Playtech Live’s innovative green screen technology, the first roulette tables will be available via GVC brands including Bwin, PartyPoker and PartyCasino and will be hosted around the clock by native Spanish-speaking dealers.

Playtech’s Akad said…

“Central to our partnership model with licensees is our commitment to deliver innovative and engaging products with industry leading and reliable technology. I am pleased to see our operators trust us to always be there for them. With Spain a highly attractive market presenting many ongoing opportunities, we are delighted to be able to support our partners on delivering growth and leading on innovation across the region. GVC is a key international partner for us, so the expansion of what is already a ground-breaking live offering is a fantastic sign of things to come.”

Quantum Ruleta Live:

According to the news release, introduction of the trio of tables closely follows the December 2019 market-first launch of Quantum Ruleta Live. It is the first roulette game available in Spain to offer multiplier boots in every round, in addition to unique Quantum Boost and Quantum Leap special events.

Gaming Product Director for GVC Holdings, Colin Cole-Johnson, said…

“Delivering a varied, engaging experience for our players is central to our mission across all markets, so being able to expand our Live offering in a key growth territory is a great step forward. The innovative technology behind the new tables allows us to deliver a distinct feel across three individual brands, and with the support of highly trained native-speaking dealers, we believe we can offer our Spanish players something truly special.”

Growing market:

Citing figures released late last year by Spanish gambling regulator Dirección General de Ordenación del Juego (DGOJ), online gambling was responsible for a 22.5 percent swell in gross gaming revenue, to €812.0m. It was reportedly the fourth year in a row of annual growth for the territory.