Playtech Expands Its Horizons: New Partnership with Adjarabet Opens Access to the Markets In Georgia and Armenia

Playtech, a global leader in gambling technology, has launched a strategic foray into the betting markets in Georgia and Armenia, marking a significant milestone in their expansion strategy.

The partnership with Adjarabet, a major operator in the region, underscores Playtech’s commitment to delivering unique gaming experiences across multiple territories.

Playtech is deepening its ties by expanding its existing partnership with Flutter Entertainment, which acquired a majority stake in Adjarabet in 2019. This alliance brings together a variety of platforms and regions, including well-known brands such as Betfair, Paddy Power, Pokerstars, Skybet, Fanduel and now Adjarabet.

Adjarabet, a leading online gaming operator in Georgia with extensive influence in Armenia, offers poker, casino, sports betting and the renowned Betfair exchange. Playtech-Adjarabet partnership enhances the popularity of Live Casino, a dynamic segment considered one of the fastest growing areas in Playtech.

Shimon Akad, COO at Playtech, commented: “Our collaboration with Adjarabet signifies our commitment to pioneering operations in emerging markets. We believe this trend will only accelerate, and we look forward to expanding even further globally.”

Avto Oboladze, Head of Online Casino at Adjarabet, added: “The strategic partnership with Playtech cements our standing as a leading gambling operator in the region. The integration of Playtech’s content into Adjarabet presents an exhilarating dimension for our valued customers, setting the stage for the partnership’s evolution.”

This collaboration extends beyond gaming content. Playtech and Adjarabet are committed to improving responsible gaming protocols, ensuring the utmost safety and fun experience for their customers. 

This project follows Playtech’s research efforts in the Netherlands, where the focus has been on tailoring tools to individual player preferences, risk levels and behavioral patterns.

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