Gambling software development company Playtech (PTEC.L) has partnered with The Jockey Club, which is the largest commercial group in Britain’s second-biggest spectator sport, after signing a five-year deal that will see it create a range of cross-product content drawing on the storied races and racecourses operated by the organization.
Brokered by Metrostar and Creation i-Gaming, the exclusive multi-year deal gives Playtech the development rights for a range of content across its top-performing casino, poker, live casino, bingo and virtual sports product verticals.
The initial output from the partnership is to be rolled out in time for the 2022 Cheltenham Festival to be held at Cheltenham Racecourse in Cheltenham, Gloucestershire in South West England from Tuesday, March 15 to Friday, March 18th, and will reportedly include a random number generator (RNG) online casino game that will be the most recent addition to the gambling technology company’s Sporting Legends suite.
Content strategy:
In a company news release, James Frendo, Casino Director at Playtech, said they are “committed to developing the most engaging branded content and by partnering with an “iconic sporting institution” such as The Jockey Club, they are able to create a “full range of exceptional and exciting cross-product content.”
Frendo adds that partnering with globally recognized brands is a “key pillar” of their branded content strategy as they look to deliver a “unique and engaging responsible gambling experience” to their customers.
Funded in 1750, The Jockey Club is the largest commercial horse racing organization in the United Kingdom and operates 15 racecourses nationwide, including property and land management company Jockey Club Estates, The National Stud, Jockey Club Catering, Jockey Club Services, Jockey Club Live, and its registered charity, Racing Welfare. As it is governed by Royal Charter, all of its profits are reinvested back into British Racing.
Charlie Boss, Chief Commercial Officer at The Jockey Club, also commented on the new five-year partnership, adding…
“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.”
Playtech takeover:
In other recent news, the London-listed iGaming pioneer said last week that its second-largest shareholder, Asian boutique investments firm TTB Partners Limited, could reportedly make a takeover approach after Australia’s Aristocrat Leisure’s (ALL.AX) proposed $2.8 billion buyout offer was unsuccessful.
The gambling software firm reportedly said that it has agreed to TTB Partners’ request to be released from UK takeover rules barring a company or its affiliates from lodging a new takeover offer for a period of six months after a proposal.
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