Playtech revamps content aggregation offering

The Playtech Open Platform (POP) content aggregation service has relaunched following an extensive revamp, with the gaming solutions provider having promised greater choice and functionality for developers and operator clients. 

As part of the enhancements, Playtech has now directly connected POP with its Marketplace – effectively an app store for games – while POP has also been integrated with the provider’s IMS back-office player management and marketing platform.

POP will sit alongside the Gaming Platform As Service (GPAS) content design and game building tools for developers.

A Playtech spokesperson told iGamingBusiness.com that by bringing the game identification, management and development operations into the same place, the company has created an “ecosystem” that will simplify the content aggregation process.

The enhanced POP, which is now live and available to Playtech licensees, provides operators with access to a growing library of games from suppliers including IGT, Red Tiger and Blueprint.

“Third-party content access and integration has been a headache for operators for a long time,” said Peter Mares (pictured), chief technology officer of Playtech’s Games Innovation Labs unit. “POP will transform the whole experience, and its integration with other technologies will be of great benefit.”

Buzz Bingo, which rebranded from Gala Bingo last year, is among several operators that now has access to the enhanced POP service.

Last year the company agreed a deal with Playtech covering content delivery across bingo and casino verticals, as well as access to the IMS tools, which are linked to Playtech’s Engagement Centre – where operators can executive various player management tasks.

Buzz Bingo CEO Chris Matthews said: “The new platform takes us to the next level and will allow us to deliver a significantly enhanced player journey across both retail and digital.”