Playtech has heaped much praise on Georgia headquartered operator Adjarabet after the group’s most recent pair of market entries extended the group’s ongoing Flutter Entertainment partnership.

The alliance alongside a company hailed as “formidable” and “premier online gaming operator”, will see Playtech take its first steps in the aforementioned nation, as well as neighbouring Armenia.

Among the verticals to be integrated under the terms of the agreement is live casino, which Playtech noted has witnessed “a surge in popularity” and is among the company’s fastest growing segments.

Avto Oboladze, Head of Online Casino at Adjarabet, said, “The strategic partnership with Playtech cements our standing as a leading gambling operator in the region. 

“The integration of Playtech’s content into Adjarabet presents an exhilarating dimension for our valued customers, setting the stage for the partnership’s evolution.”

Playtech’s unity with Flutter, which acquired a majority stake in Adjarabet in 2019, spans additional brands such as Betfair, Paddy Power, Pokerstars, Skybet and FanDuel.

“Our collaboration with Adjarabet signifies our commitment to pioneering operations in emerging markets,” stated Shimon Akad, COO at Playtech.

“We believe this trend will only accelerate – and we look forward to expanding even further globally.”

Earlier in the week, Playtech entered into an agreement with Freemantle that added the Family Feud franchise into the company’s live casino suite. This includes a global scope for any prospective title’s delivery, including the United States. The partnership also comprises the UK Family Fortunes IP

Erica Gadecki, Fremantle SVP Partnership Solutions, explained: “A collaborative effort with Playtech on the iconic game show Family Feud is how Fremantle continues to deliver unparalleled entertainment in today’s market.  

“Playtech’s Live platform is a perfect opportunity to expand into the interactive entertainment landscape while building upon the Family Feud legacy.”