Pragmatic Play has emphasised its delight at securing a long-term partnership with 32Red, in a deal which will see the content provider take its proprietary and third-party slots offering live across the UK market with the Kindred Group brand.

This agreement will see the operator’s audience gain access to Pragmatic Play’s portfolio of igaming content, including slot titles The Hand of Midas, Book of Kingdoms and Book of Tut. 

“We are extremely excited to launch Pragmatic Play’s immersive content as we continue to expand our offering of games at 32Red,” said Adam Newnham, commercial operations manager at 32Red.

“We expect Pragmatic Play’s content to go down a treat with our audience and look forward to a successful collaboration moving forward.” 

Pragmatic Play’s latest deal further expands the studio’s presence in Europe, following hot on the heels of a series of a commercial tie-ups alongside the like of Kaizen Gaming, Betway, LuckyDays, and EGT Digital. 

“32Red is a key player in the UK market, so we are delighted to announce our partnership with the brand.” noted Bhotesh Maheshwari, vice president of commercial strategy and operations at Pragmatic Play.

“Our portfolio offers operator partners a wide selection of cutting-edge games designed for players of all tastes, and we look forward to seeing where this relationship takes us.”

Earlier in the month, the Kindred Group extended the ongoing partnership of its 32Red brand and Scottish Professional Football League Champions Rangers, with the entity to maintain sponsorship of the club’s home and away shirts.

The partnership, which includes the continuation of the Team Talk men’s mental health initiative, subsequently becomes one of the longest running in British football as well as “the largest sponsor agreement in the club’s 150-year history”.