The Rank Group has announced a further extension of its ongoing partnership with Playtech, with the five-year enlargement coming with the exclusive provision of its bingo platform as well as extra games content.
The enhanced partnership follows a similar extension to the former’s casino services agreement with Playtech as well as a recent agreement to launch the firm’s poker platform, bringing the link-up to all three of Rank’s core verticals.
James Boord, CMO at Rank, commented: “We are an entertainment-first brand, so it is imperative that we drive innovation and growth by always exceeding the expectations of our customers.
“As such, we are delighted to be continuing and extending our long working relationship with Playtech. We continue to build on our market leading position and sustained growth and Playtech has a track record like no other supplier, both as a technology provider and content developer, making them a clear choice as our exclusive long-term bingo provider.”
Under the terms of the new bingo deal, which relates to the Mecca, Lucky Pants and kitty Bingo brands, Playtech will continue to provide dedicated content development for Rank.
It is hoped that this will ensure each boasts a significant point of differentiation in the market, as the digital business continues to go from strength to strength
Angus Nisbet, director of digital bingo at Playtech, explained: “Rank is a much-valued Playtech partner and, following Rank’s launch of Playtech’s poker platform and content, this latest agreement represents a key milestone in our working relationship.
“With terms also recently agreed to continue delivering casino services, we’re proud to be providing the technology and content behind all three of Rank’s core verticals, and look forward to continuing to build on our partnership over the next five years.
“With bespoke content development at the heart of the agreement, we can continue bringing fresh, innovative content to Mecca Bingo players, as well as introducing new and classic content to a whole new audience through the Lucky Pants and Kitty Bingo brands.”