GVC brokers long-term licensing deal with Betfred

GVC Holdings has entered into a 10-year B2B licensing agreement with Betfred.

Under the deal, GVC will licence both its online sportsbook and gaming platform to Betfred on an exclusive basis.

The agreement will cover the full migration of Betfred's online business, with the GVC platform offering a single account, which enables players to access a range of content choices around sports and gaming, across multiple channels.

GVC added that its backend data driven tools will allow Betfred to segment its players and personalise its service offering.

“We were impressed by GVC's proprietary technology platform, together with its scalability and flexible approach to support the continued growth of our online business,” Betfred chief executive John Haddock said.

Kenneth Alexander, chief executive of GVC, added: “We are delighted to have secured this exciting and important B2B partnership with Betfred, one of the major players in the UK gaming market, so soon after the acquisition of bwin.party.

“This is a significant deal for GVC and recognises the strength and inherent value of our proprietary technology.”

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