Pariplay Expands UK Footprint With Betfred Deal

Pariplay, an online casino gaming provider owned by Aspire Global, has expanded its footprint in the United Kingdom thanks to a partnership with operator Betfred.

The Malta-based supplier will make its debut on the group’s games tab immediately as the igaming company aims to cement its place in the industry. The group’s distribution presence covers over 1,500 stores across the UK.

Following the initial incorporation of titles, more games from Pariplay’s library of over 100 igaming titles are expected to be included in the coming weeks.

Important UK market

Christine Lewis, Pariplay’s chief commercial officer, said: “The UK market remains a very important one for us and we are very pleased to have extended our reach there by teaming up with Betfred.

“The games we have selected to kick off our relationship are proven performers and I’m confident they and the others we have in our portfolio will go down well with their players.”

This is Betfred’s new gaming collaboration, following the company’s earlier this month hiring of Future Anthem to provide more individualised environments for teams.

Real-time value and insights

The firm has been hired as an artificial intelligence and game data science partner in order to provide Betfred’s online gaming channel with more real-time value and insights.

Andy Horne, Betfred’s head of egaming, has this to say regarding the company’s new partnership: “Pariplay’s slots are a great addition to our portfolio and we’re looking forward to making them available to our games customers. We have an evolving cooperation with Pariplay and are excited about the opportunities it is set to bring in the near future.”