Gambling software development company Playtech (PTEC.L) has launched, Well Well Well Live, a new, bespoke live game show, for Entain plc’s (LSE: ENT) flagship online gambling and sports betting brand Ladbrokes UK. 

Live-streamed from its next-generation Live Casino in Riga, Latvia Playtech pulled out all the stops building the new game, affording it the “highest level of production and management.” According to the technology supplier, the game, which was designed exclusively for the Ladbrokes brand, is one of the most complex to date, with all of its features specifically designed to deliver a completely unique user experience to players. 

Playtech’s “built-in partnership” with Entain will reportedly use the Ladbrokes house brand, with the new Well Well Well Live and Rainbow Rewards games to showcase the new Buckets of Gold, Rainbow Pays and Magic Reels bonus rounds.

Home of Game Shows:

Commenting on Playtech’s latest game, Adam James Lahouiri, Live Casino Commercial and Product Manager for Entain said via press release…

“We are delighted to bring the best of our in-house slots branding to a world-class game show exclusively for the Ladbrokes brand, this cements our position as the home of game shows, thanks to the joint effort and collaboration between Playtech, Ladbrokes & CR games.”

Lahouiri went on to explain that what initially began as “a few mock-ups” he designed in June 2021 has grown into a “full-fledged” live game. He describes the nine months of collaboration with their in-house slots’ provider CR Games and Playtech as a “rollercoaster,” it was a ride he’d “happily queue up for again!”

The new game launch follows a succession of other customized products that have gone live across the Entain group, including various dedicated tables, such as Magic 7 Blackjack, Coral Sports Area, Ladbrokes Exclusive tables, and the Elevation area.

Best Studio Experience:

“We are honoured that Entain – Ladbrokes UK chose Playtech to build this bespoke Live Game Show, we always strive to deliver bespoke games to support our partners in delivering games which support their business strategies. When you combine gameplay and the presentation perspective with the talented Playtech Live studio production team, you are looking at the best studio experience in the business,” read a statement from Kevin Kilminster, Head of Live Casino Innovation at Playtech Live.

Kilminster explained that the level of detail that has gone into the production of Well Well Well Live is “truly commendable” and they are “thrilled to be working with the fantastic Entain team to create the most engaging responsible gambling entertainment experience for their players.”

Ontario Partnerships:

The new game release follows Playtech’s launch, via RNG Casino and Live, of multiple partnerships in North America’s newest regulated market, Ontario, which went live on the first day of market opening.

Canada‘s most populous province opened its new iGaming market to private gaming operators on April 4th. Prior to the official launch, the Ontario Lottery and Gaming Corporation (OLGC), which is owned by the Government of Ontario, enjoyed a monopoly on legal online slots, video poker, blackjack, and roulette, and sports betting too with its PROLINE+ online sportsbook, made possible when single-game betting was made legal in the country.