Playtech agrees Betway partnership as operator eyes growth

Playtech agrees Betway partnership as operator eyes growth

Online gambling software provider, Playtech has very much been the centre of attention over the last year, having been in a three-way tussle for ownership towards the end of 2021, in addition to signing a number of deals.


The very latest developments see the Swedish, Stockholm-based firm align with Super Group-owned operator, Betway, with the LATAM (Latin American) market lined up as the target. 


This multi-year partnership resembles a significant achievement for Playtech, which has seen confidence restored in its products, since being the subject of a number of acquisition bids.

Multiple markets targeted

Such is the size of the LATAM market, that Betway has already entered a number of these, and, as a result, is ideally positioned to build on this, especially with this most recent partnership with Playtech.


In particular, Mexico, in addition to a number of South American countries, has already been targeted, though one product offering that Betway are keen to focus on that Playtech will provide them with, is Live Casino, which is a considerable coup for the operator.


There has already been an encouraging response from the LATAM market, in regards to the Live Casino niche and this is a great opportunity for Playtech, via Betway to really showcase what they can do and increase their awareness among the many potential customers that exist in these countries.


While Live Casino is nothing new in the UK and European markets, for example, the LATAM market is still relatively exploratory and still finding its feet in the online gambling industry - another advantage of this deal, for both entities. 


CEO of Live Casino at Playtech, Edo Haitin spoke up about the strength of the deal, in addition to the opportunities that this represents, indicating that Betway’s objectives relating to Live Casino illustrate how much emphasis that they have put on this niche in terms of their future growth plans as well as direction. 

Betway expanding its global presence

While the operator has established itself as a major force in the European iGaming scene, it did this through a clever marketing technique that involved the brand forging relationships with sports clubs around the continent, in particular football sponsorships.


The effectiveness of this brand awareness helped to establish it as an authority for key customer bases which in turn, helped to significantly increase registrations. 


Insightful market research has assisted in being able to identify newer, less mature emerging markets as part of the brand’s growth plan. 


This industry is certainly one that operators can ill afford to sit still in - moving forward is the name of the game and with so much competition, especially launching in other markets, it is essential for a firm such as Betway to continue ambitious growth plans.


Playtech, of course, will be both hopeful and confident that they can increase their arrangement with the online operator by offering more products, such as slots, progressive jackpot games and even the use of its sports betting technology, should Betway see value in this - especially the latter.

Author: Amelia Smith

Amelia Smith

Amelia Smith knows a lot about different areas of gambling. She's been our main writer for most things since 2019. She spoke at a big conference in London in 2022 and has been recognized at several industry events.

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This news article was published on 01-06-2022

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