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Lisa Cheban | 21 February, 2023 11:19 | Last update on: 21 February, 2023 11:19

Playtech has been aggressively extending its market reach with new milestone deals. On February 3, 2023, the online gambling content supplier announced that it had reached an agreement with Paddy Power, a top sports betting brand in the UK.

This deal builds on Playtech’s long-standing relationship with Paddy Power, particularly Flutter Entertainment, which operates the betting website. The two companies have a cordial relationship dating back over a decade.

Following the agreement, Playtech will be the exclusive supplier of SSBT (Self Service Betting Terminals) for Paddy Power in the UK and Ireland. Launched in July 2017, Playtech’s SSBT provides sports betting operators with a convenient and efficient for their customers to place bets.

This deal comes when retail sports betting terminals are becoming increasingly popular worldwide. This was evidenced during the 2022 FIFA World Cup, and Playtech is looking to capitalise on this development with improved features like Betbuilder and Play Props.

Commenting on the deal, the COO at Playtech, Simon Akad, 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 the years ahead as we continue to develop new technologies aimed at digitising the retail space.”

Paddy Power was also quick to lavish the latest deal with praises. The company’s COO, David Newton, 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.”

The official further added that the future of their partnership with Playtech is bright as they are banking on Flutter’s market-leading pricing capabilities to unlock new betting opportunities and markets for Paddy Power’s patrons using Playtech’s terminals.

“We are focused on delivering a fantastic omnichannel and betting experience to even more players,” the statement concludes.

Note that this is not the only recent landmark deal for Playtech in the UK and Ireland. In November last year, the gaming technology company announced a new partnership with BetVictor Group, a leading gambling brand in Europe.

The deal saw online casino and live casino content from the supplier become available on BetVictor Group websites, including Parimatch, BetVictor, Heart Bingo, and talkSPORT Bet.

Playtech also recently announced that their financial books for the 2022 fiscal year look strong and healthy. The company expects EBITDA (earnings before interest, tax, depreciation, and amortisation) to hit at least €400 million.

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