The Jockey Club has rolled-out a five-year agreement with Playtech, which will see the commercial horse racing group look to “translate the success of our historic brands into the igaming market”.
The partnership will see the gambling tech firm develop a range of cross-product content based on the famous races and racecourses operated by the firm.
Under the terms of the deal, Playtech will have rights to develop a range of content across an array of verticals, such as casino, live casino, poker, virtual sports and bingo.
The first content is scheduled to be launched in time for this year’s Cheltenham Festival, and will include a RNG casino game that will be the latest addition to Playtech’s Sporting Legends suite.
“At Playtech, we are committed to developing the most engaging branded content,” James Frendo, casino director at Playtech, said of the firm’s latest tie-up.
“By partnering with an iconic sporting institution such as The Jockey Club, we are able to create a full range of exceptional and exciting cross-product content.
“Partnering with globally recognised brands is a key pillar of our branded content strategy as we look to deliver a unique and engaging responsible gambling experience to our customers.”
The Jockey Club, founded in 1750, operates 15 racecourses nationwide, The National Stud, Jockey Club Estates, Jockey Club Catering, Jockey Club Live, Jockey Club Services and its charity, Racing Welfare.
Charlie Boss, chief commercial officer at The Jockey Club, added: “We are delighted to partner with Playtech, whose industry leading software and expertise will help translate the success of our historic brands into the igaming market for the first time. Playtech also share our values on putting safer gambling at the heart of their products.”