One of the betting industry’s leading sports betting developers has deepened its relationship with a UK bookmaker, Jenningsbet.
Playtech BGT Sports already has a partnership with Jenningsbet but have now committed to extend that arrangement. Playtech have agreed to continue providing its range of self-service betting terminals (SSBTs) to Jenningsbet in a new multi-year partnership. The SSBTs will be installed at Jenningsbet betting shops throughout the UK, and speaking about the new deal, the Senior Commercial Director at Playtech, Lee Drabwell, said that it was an endorsement of their product:
“Our SSBTs are now an integral part of the modern betting shop experience, particularly when it comes to in-play betting options. With the industry’s leading operators such as Jennings lining up to extend their agreements, we see this deal as the perfect endorsement for how good our product is.”
The extension of the Playtech deal is part of a wider shift in the UK industry that is digitising the way that customers interact with their betting shops. The SSBTs enable players to bet on sports events and to find information directly and are particularly popular with in-play punters. And Playtech are one of the leading beneficiaries of this change, which has helped provide sustained year-on-year growth.
Commenting on the extended arrangement, the Managing Director of Jenningsbet, Julian Knight, said that the contract with Playtech was enabling his firm to increase incremental revenue while providing a digitised experience, which was proving popular with customers. He added that he saw the development of self-service as the future of retail betting.
Playtech BGT was originally known as Best Gaming Technology, established in 2005 and acquired by Playtech in 2016. It is one of the leading players in the SSBT market, providing terminals that can be adapted to serve a number of functions to retail betting premises.