Betfred extends Playtech partnership to deliver new retail experiences

Betfred, the UK’s biggest retail bookmaker, has expanded its technology agreement with Playtech to meet its growing customer demand for new products and services across its betting estates. 

In a joint statement, Betfred and Playtech have agreed on the extension of their exclusive partnership, which has spanned over 12 years.

As part of the extended partnership, Betfred will install more Playtech Self-Service Betting Terminals (SSBTs) in its shops, building on the 50% growth in terminal numbers over the past two years.

For the first time, Betfred customers will have access to Horse and Dog racing on these terminals. Additionally, innovative new products and features such as an enhanced Betbuilder, Dynamic content display, and best-in-class content will be introduced, solidifying Playtech’s position as a premier provider of sports betting solutions.

Shimon Akad, Playtech’s Chief Operating Officer, expressed enthusiasm for the continued partnership, stating: “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 digitizing the retail space and adapting to the changing retail customer demands.”

In preparation for the upcoming World Cup and the rising popularity of cricket betting, Playtech’s top-tier content and range of events are expected to pave the way for an engaging experience for Betfred customers.

Mark Stebbings, Group COO of Betfred, welcomed the extension by saying: “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. “