Betfred, the UK’s largest retail bookmaker, has extended its technology agreement with Playtech to meet growing customer demand for new betting products and services.
In a joint statement, Betfred and Playtech have agreed to renew their exclusive partnership that has now lasted over 12 years.
As part of the expanded partnership, Betfred will install more Playtech Self-Service Terminals (SSBTs) in its stores, up 50% over the past two years.
For the first time, Betfred customers will be able to enjoy horse racing on these terminals. In addition, new innovative products and features such as improved betting builders, dynamic content display and best-in-class content will be introduced, further strengthening Playtech’s position as a leading provider of sports betting solutions.
Shimon Akad, Chief Operating Officer of Playtech, expressed his enthusiasm for continuing the 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 growing popularity of cricket betting, Playtech’s top-notch content and various events will provide an immersive experience for Betfred customers.
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