UK and Irish sports betting and casino operator Paddy Power continues its collaboration with leading gaming software provider Playtech. The extended agreement will supply Paddy Power with a larger number of self-service betting terminals (SSBTs), which is what the operator needs to meet current market demand.
As a result of Paddy Power’s enhanced gambling infrastructure, its customers will enjoy more varied betting options, which will inevitably lead to growth in revenue for the operator.
SSBTs are popular among players because they offer fast and relevant sports betting information. It is Playtech’s SSBT content in particular that is most highly assessed on the market.
The agreement also provides Paddy Power with exclusive rights to offer Playtech BGT Sports’ greyhound and horse racing product.
According to David Newton, Managing Retail Director of Paddy Power, the extension of the deal with Playtech means further adoption of new technologies, which in turn creates an unparalleled gaming experience for customers.
Mr Newton added that the partnership was an important milestone in achieving the company’s goals of leveraging Paddy’s intellectual property via the Paddy Power Cash Card, as well as the introduction of the Onside mobile application.