One of the world’s largest online gaming software suppliers, Playtech, has announced that it would extend its partnership with Paddy Power, a leading player in the sports betting field. The new long-term agreement comes as a natural continuation of the relationship between the two prominent participants in the gambling market that commenced more than ten years ago to the common benefit.

Multi-year partnership:

The latest multi-year deal anticipates the extension of Playtech‘s exclusive provision of Self Service Betting Terminals (SSBTs) for Paddy Power‘s wagering facilities in both the UK and Irish jurisdictions. As the leaders in this sector, the two companies will continue to feed the market with the leading sports betting software solutions to meet the growing customer demand for digital wagering options in a Retail Betting Shop.

Roadmap for years ahead:

Commenting on the extended partnership, Shimon Akad, COO at Playtech, said: “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. Our software performance has made this ongoing collaboration possible, and we are set on progressing plans to provide a customer-centric roadmap for years ahead as we continue to develop new technologies aimed at digitizing the retail space.”

About the supplier:

Since its inception in 1999, Playtech has continuously developed its gaming products and content to build its reputation as the leading provider of Retail Sports Betting terminals. The content’s exciting and popular features, as well as strong partnerships, have secured the supplier’s market position. The latest releases, such as improved Betbuilder, and Player Props, the increased popularity of the Sports Betting terminal in Retail shops, and the collaboration with key players in the industry are the proven ingredients of Playtech’s success.

About the operator:

Paddy Power, a subsidiary of Flutter Entertainment was founded and officially launched in 1988. The operator’s multi-year market experience makes it a preferred partner when it comes to sports betting, online casino, online poker, and online bingo games. Paddy Power and Playtech recognized their common potential more than a decade ago to keep on using the winning combination ever since.

Bright future:

David Newton, COO at Paddy Power said: “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”.

Newton added: ”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.”