Betfred Extends Partnership With PlayTech SBBT

Omni-channel sports betting technology provider Playtech BGT Sports (PBS) has agreed to continue supplying Betfred Bonus with its self-service betting terminals (SSBTs) after their long-term relationship was extended by the pair.

The deal, which now extends through to the end of December 2021, will continue to cover the high street shops of the retailer across the UK.

Mark Stebbings, Group Chief Operating Officer at Betfred Group commented on the expanded deal: “Self-service betting has increasingly become an integral part of the offering of our retail estate and we are pleased to extend our agreement with PBS until 2021.

“Our relationship with them ensures that we can continue to provide our customers with a growing number of excellent in-shop betting choices through PBS ‘ SSBTs; all of which have been shown to drive footfall and incremental sales.” The extension of the partnership would help strengthen Betfred’s entire retail betting shop portfolio, allowing punters to access the latest sporting events and direct shop custom details.

Lee Drabwell, Regional Manager UK, ROI, Belgium, and Italy at Playtech BGT Sports, added: “We are delighted to expand our contract with Betfred and look forward to continuing to provide their customers with the latest sporting events and details through our award-winning SSBTs.

“With a forward-looking action-packed football season, we are optimistic that 2020 will be another record-breaking year for PBS as we offer the newest, digitized, in-shop user experience on the market.”