Playtech extends ‘successful partnership’ with Paddy Power


Playtech is set to build on a longstanding partnership with UK operator Paddy Power after agreeing to continue supplying the latter with its range of self service betting terminals. 

Under the terms of the agreement, Playtech will remain the exclusive provider of SSBTs for Paddy Power in its land-based venues around the UK and Ireland, with the alliance suggested to ‘fulfil the increasing demand for a digital experience’ in retail betting shops. 

“Paddy Power has grown into a leading force since its inception over 30 years ago, and we look forward to building on our successful partnership with them,” explained Shimon Akad, COO at Playtech. 

“Our software performance has made this ongoing collaboration possible, and we are set on progressing plans to provide a customer-centric roadmap for the years ahead as we continue to develop new technologies aimed at digitising the retail space.”

As the World Cup provided evidence for a growth in betting terminal popularity, Playtech’s SSBTs are said to have been bolstered by a range of new features and betting markets, including Player Pros and a revamped Betbuilder function. 

David Newton, COO at Paddy Power, added: “We are pleased to continue our strategically important relationship with industry leader Playtech. Playtech terminals are integral to our retail offer and a crucial part of the future strategy of our shops. We look forward to expanding this even further in the coming years”.

Continuing this alliance has added to a busy winter period for the provider, following a recent announcement that it had hired an Independent Non-Executive Director in Samy Reeb, detailed in CasinoBeats’ recent round up of industry comings and goings