Playtech, a top worldwide gambling technology firm, declared today a new five-year alliance with the British Horseracing Authority, the biggest commercial entity in British horse racing. This exclusive pact will see Playtech create a variety of cross-product material based on the British Horseracing Authority’s renowned events and racecourses. The deal was made possible by Creation igaming and Metrostar.
Under the new accord, Playtech will produce a variety of content across its top-performing product categories, including casino, live casino, poker, virtual sports, and bingo. The initial batch of content will be released in time for this year’s Cheltenham Festival, including a random number generator casino game, which will be the latest addition to Playtech’s Sports Legends collection.
Established in 1750, the British Horseracing Authority is the biggest commercial group in the second largest spectator sport in the UK, operating 15 racecourses across the country, the National Stud, the British Horseracing Authority Estates, the British Horseracing Authority Catering, the British Horseracing Authority Venue, the British Horseracing Authority Services, and its charity, Racing Welfare.
Moving beyond top-notch products and services, Playtech collaborates with partners to become synonymous with ethical business practices and secure gambling industry standards. By working with leading operators and providers, Playtech has spearheaded the industry’s first code of conduct for safer game design. Furthermore, Playtech utilizes research, data, and artificial intelligence to develop products through Playtech Protect to spot players at risk and offer them personalized safe gambling interventions.
James Frendo, Casino Director at Playtech, stated: “At Playtech, we are dedicated to developing the most engaging brand content. By teaming up with renowned sporting organizations like the Jockey Club, we are able to create a variety of exceptional and exciting cross-product content. Collaborating with globally recognized brands is a key pillar of our brand content strategy as we strive to provide our customers with unique and captivating responsible gambling experiences.”
Charlie Boss, Chief Commercial Officer of the Jockey Club, added: “We are thrilled to be partnering with Playtech, whose top-tier software and expertise will assist us in translating the success of our historic brand into the online gambling market for the first time. Playtech, like us, prioritizes safe gambling at the core of its products.”
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