17 March  2023. Playtech has announced the extension of its exclusive partnership with Betfred, an industry leader in the gambling sector.


The multi-year extension builds on a longstanding relationship between the two businesses, which dates back more than 12 years.


This continued partnership will ensure that the increased customer demand for sports betting on terminals will be met by the installation of even more Playtech Self Service Betting Terminals (SSBTs) in Betfred shops, which have seen terminal numbers grow by over 50% in the last 2 years.


Horse and Dog racing will be available to Betfred customers on terminals for the first time, and recent exciting new products and features demonstrate why Playtech Sports betting is such a compelling offering for our partners. These include new and improved Betbuilder,  Dynamic content display and best-in-class content. With the upcoming World  Cup later in the year and the increasing popularity of cricket betting in shops, Playtech's best-in-class content and range of events continue to lead the way.


Shimon Akad, Chief Operating Officer , Playtech: "Betfred is one of the most established and respected businesses in the gambling industry, and over the course of our partnership, the business has gone from strength to strength. Expanding the capacity of the Betfred offering through both more terminals and an ever-increasing range of betting events and exciting features has been a key pillar of our work together as we continue to develop new technologies aimed at digitising the retail space and adapting to the changing Retail customer  demands."


Playtech's reputation as the leading provider of Retail Sports Betting terminals has been further bolstered by recent releases of exciting new features and markets, such as Betbuilder and Player Props, which are also available as part of the Betbuilder on Terminals. Betfred is a first-class Operator of shops, and when combined with the best Betting Terminals available from Playtech, we have an exciting recipe for an engaging experience for consumers.


Mark Stebbings, Group Chief Operating Officer Betfred: "This new deal demonstrates the importance of our ongoing relationship with market leader Playtech. The importance of Betting terminals to our retail offer continues to increase, becoming an increasingly essential gaming component for our customers and, therefore, a crucial part of the future of our company.


Looking ahead, there is scope for further development of the partnership as we look to increase the use of Playtech SSBTs even further, bringing new and exciting betting experiences to our customers across the UK. "




About Playtech


Founded in 1999 and premium listed on the Main Market of the London Stock Exchange, Playtech is a technology leader in the gambling industry with over 7,000 employees across 20 countries.


Playtech is the gambling industry's leading technology company delivering business intelligence driven gambling software, services, content and platform technology across the industry's most popular product verticals, including, casino, live casino, sports betting, virtual sports, bingo and poker. It is the pioneer of omni-channel gambling technology through its integrated platform technology, Playtech ONE. Playtech ONE delivers data driven marketing expertise, single wallet functionality, CRM and responsible gambling solutions across one single platform across product verticals and across retail and online.


Playtech partners with and invests in the leading brands in regulated and newly regulated markets to deliver its data driven gambling technology across the retail and online value chain. Playtech provides its technology on a B2B basis to the industry's leading retail and online operators, land-based casino groups and government sponsored entities such as lotteries. Playtech directly owns and operates Snaitech, the leading sports betting and gaming company in online and retail in Italy. 


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