Playtech expands Betfred partnership citing increased customer demand for sports betting terminals

Gaming technology provider Playtech has announced the extension of its exclusive partnership with UK-based sports betting operator Betfred. The multi-year extension builds on a longstanding relationship between the two businesses, which dates back more than 12 years.

According to a press release, 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 increasing popularity of cricket betting in shops, Playtech's content and range of events are expected to allow Betfred to capitalize on these opportunities.

Shimon Akad

Shimon Akad, Chief Operating Officer at Playtech, said: "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 digitizing the retail space and adapting to the changing Retail customer demands," he added.

For his part, Mark Stebbings, Group Chief Operating Officer at Betfred, commented: "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," he stated.