SBC News Voice of the Sports Betting Industry
Playtech has strengthened its presence in the UK and Irish retail betting sectors, extending an agreement with Paddy Power.
The firm will continue to provide its sports betting software for Paddy Power, as the Flutter Entertainment brand recognises a heightened demand for a ‘digital betting experience’ in its retail outlets.
This will include the ongoing delivery of Playtech’s Self Service Betting Terminals (SSBTs) for Paddy Power’s UK and Irish high-street betting shop estates.
David Newton, Paddy Power COO, said: “We are pleased to continue our strategically important relationship with industry leader Playtech. Playtech terminals are integral to our retail offer and a crucial part of the future strategy of our shops. We look forward to expanding this even further in the coming years.”
Targeting stronger engagement with retail customers, Playtech has adapted BetBuilder and Player Props to its SSBT offering, whilst pointing to continued growth for retail sports betting as evidenced by the World Cup.
The company predicts strong returns from the digital retail rollout, anticipating positive outcomes from the leveraging of Flutter’s pricing capabilities to deliver an enhanced omnichannel experience for customers.
Playtehc’s announcement of the partnership comes one week after the group issued a post-close trading update which predicted full year 2022 EBITDA of at least €400m.
Shimon Akad, COO at Playtech, added: “Paddy Power has grown into a leading force since its inception over 30 years ago, and we look forward to building on our successful partnership with them.
“Our software performance has made this ongoing collaboration possible, and we are set on progressing plans to provide a customer-centric roadmap for the years ahead as we continue to develop new technologies aimed at digitising the retail space.”
