Betfred expands retail SSBT integration with Playtech BGT

John Pettit, PBS

Issuing a market update, Playtech BGT Sports (PBS) has today informed that it will expand its Self Service Betting Terminals (SSBTs) agreement across UK independent bookmaker Betfred’s entire retail betting shop portfolio.

The partnership expansion will see PBS supply a further 570 terminals to Betfred’s estate inventory, which will see it service a total of 2,800 SSBTs across 1,700 betting estates.

Updating partnership stakeholders, PBS leadership expects the terminal integration to be completed by the start of the new football season this coming August.

John Pettit, Managing Director for UK, Ireland, Asia, and Australia at Playtech BGT Sports, said: “We are thrilled Betfred has decided to extend its relationship withPlaytech BGT Sports with the deployment of more machines across its entire retail estate.

“Betfred is a very important partner for us and is one of the leading retail bookmakers in the UK, where SSBTs are increasingly significant to betting shop customers. The agreement underlines the strategic importance of our product to those operators wishing to grow incremental revenues.

Further to the agreement, PBS will move to further integrate its mobile/retail solution BetTracker across Betfred’s retail network. The phone app allows customers to transfer their sports bets to their mobile devices after placing them in-shop, track their bets and cash out back to the terminal.

Mark Stebbings, Managing Director of Betfred Retail, commented on the deeper integration of PBS services “The growing popularity of SSBTs, our record-breaking football business and the growth in in-play turnover were the key reasons behind our decision to expand this service across all our betting shops.

“We’ve witnessed a growing trend towards the use of self-service terminals, so to expand them to our entire retail estate was the logical next step for us. Furthermore, the addition of BetTracker will prove to be an important tool for us in the crossover of retail and online customers.”

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