Photo by Jim Makos CC BY ND 2.0
Caption: Playtech brings innovation into sports betting verticals.
iGaming software giants Playtech will continue to lead innovation and development within the industry, setting the tone for what looks to be yet another mammoth year for the global digital gambling, competition and sports betting verticals.
Playtech has cemented its position as a leader in the iGaming industry with a succession of new developments in 2019. The brand, renowned for its portfolio of online gaming and sports betting software as well as an extensive collection of progressive jackpot and character-themed slots games such as Marvel’s The Incredible Hulk slot, are visible in online platforms across the globe. The gaming solutions provider is also the company behind the pioneering Playtech ONE integrated platform technology, which delivers a full suite of omnichannel functionality, expertise, software and gambling solutions in one platform. Although we can expect to see plenty of innovation from gaming technology brands throughout 2019, as far as iGaming goes, Playtech remains at the forefront.
A Content Aggregation ‘Ecosystem’
The company kicked off the year by unveiling its newly revamped content aggregation platform, POP (Playtech Open Platform). With several new enhancements that will deliver greater functionality for both game developers and iGaming operators, POP is also the first content aggregation platform to feature the new Third-Party Interface standard (TPI) from the Gaming Standards Association (GSA). The technology, which is currently used by some of the industry’s most-renowned operators, including Microgaming and Scientific Games, features greater efficiency and a much more simplified third-party integration process.
The revamped POP is also now linked to the Playtech Games Marketplace (the brand’s app store for games) and integrated with its IMS back-end management and marketing platform. These enhancements allow it to sit comfortably alongside other Playtech content and game-building design tools, the Gaming Platform as a Service (GPAS), creating a full ‘ecosystem’ of game management, development and identification tools.
A Sports Betting First
In another gaming software first for the industry, Playtech also chose the start of the year to release its brand-new ‘Level Up’ technology, a ‘fully integrated gamification product’ available to operators in both sports betting and casino platforms. Level Up is the first tool of its kind used by sportsbooks, and it will deliver an optimised customer experience in this vertical of the likes usually associated with playing in an online casino.
Falling under the remit of Playtech BGT Sports (PBS) and powered by Captain Up, the ‘engagement in a box’ platform for both web and mobile apps, Level Up will enable sportsbook and casino operators to offer a whole host of real-time rewards and communication, including timed challenges, trophies and badges, missions, level advancement and premium features and prizes. Working ‘seamlessly’ with the full Playtech product portfolio, Level Up can create an optimised user journey to promote any event, activity, match or market.
Taking Advantage of Business Development Opportunities
Not content with only developing innovative new gaming technology within the first two months of the year, Playtech has also taken full advantage of opportunities to underline its position as the leading tech supplier to regulated gambling markets further as well as implementing its strategy to partner with leading brands in these markets.
One of several key business development opportunities sealed since the 1st of January includes a global partnership agreement with Continent 8 Technologies. Playtech and Continent 8 have developed a successful relationship over the past 20 years, and the new multi-year agreement will see the two brands expand into emerging markets in Asia, Europe and the Americas.
Norsk Tipping, the national gaming operator in Norway, has also extended its strategic partnership with Playtech subsidiary Videobet, which will provide the leading gaming operator with system technology for its VLT (video lottery terminal) gaming system. The 10-year extension will build on the already expensive retail presence Playtech has built with Norsk Tipping, which currently includes over 1,000 retail stores within the operational region.
Just last week, Playtech confirmed that the BGT Sports arm of the company would extend its partnership agreement with Spanish operators Codere. The new agreement, which will run until 2022, also covers retail, as well as online facilities across Spain, Mexico, Colombia and Panama, will see an expanded BGT Sports presence in over 9,000 terminals and tills. Finally, slots developer and Playtech studio Eyecon recently announced a new agreement with bingo operator Lindar Media to supply its industry-leading content — such as games like Fluffy Favourites and Temple of Isis — for the new MrQ bingo platform.