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.

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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 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 of 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 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.

Mark Stebbings, Group Chief Operating Officer of Betfred, said: “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.”

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