Updating the market this morning, FTSE-listed Playtech Plc’s sports betting division Playtech BGT Sports has confirmed that it has extended its betting terminals agreement with Irish independent bookmaker BoyleSports for a further four years.
As part of the deal, Playtech BGT Sports will supply an initial 325 terminals to Boylesports, taking the total number to over 600 across their 220-strong estate with more to follow. The deployment of machines is expected to be completed by mid-April.
Jenna Boyle, Head of Retail at BoyleSports confirmed the terminal contract extension with Playtech as lead supplier: “The Playtech BGT Sports betting software product is now a fundamental part of our retail strategy. It supports in the delivery of incremental turnover and a strong margin.”
“Furthermore, we wanted to ensure our customer proposition is always relevant and topical. To that end, extending our SSBT estate, with the addition of an ongoing product development roadmap with new software and content features such as Racing Post and back end bonus improvements, will give us a genuine point of differentiation against the competition.”
Entering 2017, Boylesports Ireland’s second biggest bookmaker has stated its intent of establishing a retail betting footprint with the UK betting market, competing against the UK’s legacy Big 4 highstreet bookmakers (Ladbrokes, Coral, Betfred and William Hill).
John Pettit, Managing Director for UK, Ireland, Asia, and Australia, Playtech BGT Sports, welcomed Boylesports extension: “We are delighted BoyleSports has decided to extend its relationship withPlaytech BGT Sports with the deployment of more machines across their shops in Ireland.
“BoyleSports is very important for us and has been quick to lead the way in the rapidly-developing Irish market, where SSBTs are increasingly significant to betting shop customers.”