Aspire Global’s online casino games provider Pariplay has deepened its presence in the United Kingdom after securing a collaboration with operator Betfred.

The group, whose retail reach spans over 1,500 stores UK wide, will see the Malta-based supplier make its debut on its games tab immediately as the igaming firm looks to cement its position in the market.

Following an initial integration of titles, more games are due to follow in the coming weeks from Pariplay’s portfolio of more than 100 igaming titles.

Christine Lewis, chief commercial officer at Pariplay, commented: “The UK market remains a very important one for us and we are very pleased to have extended our reach there by teaming up with Betfred.

“The games we have selected to kick off our relationship are proven performers and I’m confident they and the others we have in our portfolio will go down well with their players.”

This becomes the latest gaming link-up for Betfred, after the group recruited the services of Future Anthem earlier in the month to develop additional personalised experiences for players.

The company has been engaged as an artificial intelligence and game data science partner, in a bid to take an increased level of real time utility and insights to Betfred’s online gaming channel.

Andy Horne, head of egaming at Betfred, added on the group’s latest partnership: “Pariplay’s slots are a great addition to our portfolio and we’re looking forward to making them available to our games customers. We have an evolving cooperation with Pariplay and are excited about the opportunities it is set to bring in the near future.”