PaddyPower Betfair, one of the world’s largest betting operations has signed a deal with online casino gaming supplier Play ‘N Go that will boost its casino portfolio for UK players.
The deal will enable Paddy Power Betfair to incorporate a range of Play ‘N Go games through what it describes as a direct integration with their existing platform, as it aims to boost its share of the online casino gaming market in the UK region.
In the first stage of the agreement, Play ‘N Go have agreed to provide some of its most successful slots games including Sword and the Grail and their newest titles, Demon. These will be introduced first on the paddypower.com and betfair.com sites, but there will eventually be a roll out of Play ‘N Go titles across all of the operators under the Paddy Power Betfair umbrella.
Speaking about the deal, the commercial director at Betfair Gaming UK, Francesco Borsetti, said that it would enable them to offer a wider range of casino content to its customers:
“We’re delighted to offer our customers an exciting and entertaining array of content from Play’n Go. We aim to offer the widest selection of high-quality slot content and, with Play’n Go, we can continue to do just that.”
The new deal is a sign of the betting group’s focus on expansion, coming just a few weeks after the parent company of Paddy Power Betfair, Flutter Entertainment announced a merger proposal with the Stars Group, which would produce one of the biggest gaming operators in the world industry.
That deal may yet fall foul of regulators in Europe and Australia, who are likely to examine it closely for potential competition issues, but Flutter are confident that it will be agreed, and have set an ambitious mid-2020 date for completion of the merger.