Betfred and Playtech have expanded their partnership in a multi-year extension deal that sees Playtech products in Betfred shops.
The two businesses have a 12-year history of working together.
Included in the extension is an increase in the amount of Playtech Self Service Betting Terminals (SSBTs) in Betfred shops. Playtech reports that terminal numbers have grown by 50% in the previous two years and installing more will help meet customer demand for sports betting SSBTs.
Additionally, the terminals will also feature horse and dog racing for the first time.
“This new deal demonstrates the importance of our ongoing relationship with market leader Playtech,” Betfred group chief operating officer Mark Stebbings said. “The importance of betting terminals to our retail offering 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.”
Playtech chief operating officer, Shimon Akad, added: “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.”