Playtech Announces Four-Year Extension Of Betfred Partnership

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Playtech has announced a four-year extension to its partnership with Betfred.

The game developer, which is known for slots such as Age Of The Gods and White King, announced the news this week, revealing it had extended its partnership with the gambling operator.

According to Playtech, the firm has extended its initial agreement, which was made over a decade ago, with Betfred, a leading UK casino provider, for another four years through to 2024.

Under the extension, Playtech will continue to supply Betfred with its entire portfolio of games. What’s more, the agreement will see an extension of Betfred’s dedicated live casino space which launched in 2018 at Playtech’s flagship facility in Riga, Latvia.

Speaking about the new agreement, Playtech’s Cheif Operating Officer Shimon Akad said in a statement: “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.”

What Betfred Says

Rakesh Chablani, the Managing Director at Betfred, 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.”

The news comes just days after NetEnt announced that it too had struck an agreement with Betfred. Under their deal, NetEnt, which is known for games such as Gonzo’s Quest and Starburst, will supply its entire game portfolio to the online casino and sportsbook.

Meanwhile, Playtech has been signing agreements with many other casino operators including GVC, Soft2Bet, Mansion Casino, and many more. The partnerships help extend Playtech’s player reach throughout the UK, Europe and the rest of the world.