British omni-channel gaming software and services innovator, Playtech, has further expanded its presence in the retail sportsbetting market after announcing a deal that is to see it continue supplying Paddy Power Betfair with software for the giant operator’s collection of self-service betting terminals.

Multi-year accord:

The London-listed developer used an official Wednesday press release published by European Gaming Media and Events to detail that the multi-year extension was inked by its Playtech BGT Sports subsidiary and concerns the provision of software for self-service betting terminals offered at Paddy Power-branded retail locations spread across the United Kingdom and Ireland.

Demanding market:

John Pettit, Chief Commercial Officer for Playtech BGT Sports, declared that the new agreement comes at a time of increasing stress for land-based sportsbetting operations but reflects the growing popularity of his firm’s self-service betting terminals, which have managed to register ‘double-digit growth year on year.’

Pettit’s statement read…

“We’re delighted to have extended our deal with Paddy Power and look forward to providing its customers with the best product available over the next four years. This partnership allows us to continue investing in innovation and demonstrates the faith we both have in the future of retail betting in the United Kingdom and Ireland.”

Fresh innovations:

Pettit stated that the alliance is moreover due to see his firm premier ‘a host of exciting new content and unique features’ for self-service betting terminals operated by the Dublin-headquartered company while continuing to offer these a plethora of in-play and pre-match betting options.

Tap2Bet tryout:

For his part, David Newton, Paddy Power Retail Managing Director, explained that the extended arrangement is to also involve a trial the new Tap2Bet functionality from Playtech BGT Sports, which will permit aficionados to lodge wagers on his firm’s suite of self-service betting terminals using a debit card.

Newton’s statement read…

“I’m very pleased to have extended our agreement. It is a critical time for licensed betting offices and we had a long review of our options before concluding that Playtech BGT Sports was the best one for us. Our partnership with Playtech BGT Sports means we can continue to provide our customers with an increasing number of excellent in-shop betting options.”