UK and Irish sports betting and casino operator Paddy Power revealed it has extended its multi-year partnership with Swedish software giant Playtech. The extension will provide Paddy Power with the opportunity to meet its customers’ demands for an increased number of self-service betting terminals (SSBT) available across the bookmaker’s retail shops.
The introduction of a greater number of self-service betting terminals will provide more betting options for Paddy Power’s customers. The extension of the partnership with Playtech’s sports betting division BGT Sports is expected to lead to an incremental growth in revenue for the UK and Irish sports betting operator.
The decision was prompted by the current trend among punters, showing a growing interest in self-service terminals as these provide customers with a quick and convenient access to the up-to-date sports betting information they need. Furthermore, Playtech leads the sportsbook software market as it offers more SSBT content than any other developer in the industry.
What is more, the deal would enable Paddy Power to offer Playtech BGT Sports’ greyhound and horse racing product to customers. This offering itself came as a result of Playtech’s joint efforts with horse racing and sports betting publisher the Racing Post.
According to David Newton, Managing Retail Director of Paddy Power, the extension of the agreement with Playtech BGT Sports was an easy decision to make, even more so, considering the increased value the deal has provided to Paddy Power retail shops in the past few years.
Newton went on to explain Paddy Power places a good deal of stress on enhancing the experience of its customers. According to him, one of the most efficient ways to achieve this goal is through the adoption of leading technologies, like those provided by Playtech BGT Sports, and their implementation in Paddy Power’s retail strategy.
Newton lauded Playtech’s sports betting platform and expressed his belief that it was precisely the software developer’s revenue-driving, self-service betting terminals that assisted Paddy Power in achieving its key goals.
Some of these goals include the ability to leverage Paddy’s intellectual property via the Paddy Power Cash Card as well as the introduction of the Onside mobile application. The latter enables sports betting fans to keep a close track of all bets they place via the in-shop terminals, withdraw the winnings they have accumulated, and quickly learn about the latest stats and offers.
Representatives of Playtech’s governance commented a partnership extension with Paddy Power was a logical step to make, considering the ongoing trend of bettors favouring a more interactive betting experience in retail bookmaker shops.
John Pettit, Managing Director of Playtech’s BGT Sports division for the UK, Australia, Asia and Ireland, took the opportunity to express his pleasure at the contract’s extension. Pettit also revealed the software giant is looking forward to further cementing its position in the sports betting niche by improving existing offerings and introducing new cutting-edge technologies to target the retail sector.
- Author
Daniel Williams
