Playtech given rights to develop a multi-product content offering for international audiences.
Playtech, the world’s leading gambling technology company, today announces a new five-year partnership with The Jockey Club, the largest commercial group in British Horseracing. The exclusive agreement will see Playtech develop a range of cross-product content based on the famous races and racecourses operated by The Jockey Club. The deal was brokered by Creation igaming and Metrostar.
Under the new agreement, Playtech will have rights to develop a range of content across its best-performing product verticals including casino, live casino, poker, virtual sports and bingo. The first content from this partnership will be launched in time for this year’s Cheltenham Festival, including a RNG casino game that will be the latest addition to Playtech’s Sporting Legends suite.
The Jockey Club, founded in 1750, is the largest commercial group in Britain’s second-biggest spectator sport, operating 15 racecourses nationwide, The National Stud, Jockey Club Estates, Jockey Club Catering, Jockey Club Live, Jockey Club Services and its charity, Racing Welfare.
Alongside its industry leading products and services, Playtech has worked with its licensees to become synonymous with efforts to raise industry standards in responsible business and safer gambling. By partnering and working with the leading operators and suppliers in the industry Playtech led efforts to develop the industry’s first code of conduct on safer game design. Moreover, through Playtech Protect, Playtech has pioneered the use of research, data and artificial intelligence to develop products to identify at-risk customers and deliver tailored safer gambling interventions to customers
James Frendo, casino director at Playtech, said: “At Playtech, we are committed to developing the most engaging branded content. By partnering with an iconic sporting institution such as The Jockey Club, we are able to create a full range of exceptional and exciting cross-product content. Partnering with globally recognised brands is a key pillar of our branded content strategy as we look to deliver a unique and engaging responsible gambling experience to our customers.”
Charlie Boss, chief commercial officer at The Jockey Club, added: “We are delighted to partner with Playtech, whose industry leading software and expertise will help translate the success of our historic brands into the igaming market for the first time. Playtech also share our values on putting safer gambling at the heart of their products.”