Playtech, a well-recognized leader in the live casino industry, has taken a critical step in its continued quest for market expansion. This was after the company inked a deal to launch its services in Georgia and Armenia on a Flutter-owned casino operator in the regions. The latest agreement demonstrates Playtech's dedication to providing top-notch gaming experiences across various regulated markets.
This project expands an already-existing agreement between Playtech and Flutter Entertainment, which in 2019 purchased a majority share in the European operator. This alliance includes well-known companies like Betfair, Paddy Power, Pokerstars, Sky Casino, Skybet, Fanduel, and, as of now, Adjarabet, and it crosses many geographical boundaries.
In March 2021, Playtech announced a five-year contract extension with the UK-based casino operator. As expected, the agreement involves providing live casinos under the operator with Playtech's cutting-edge gambling services, including dedicated studios.
The latest Flutter-owned brand to join Playtech's casino network is widely regarded as one of the best online gaming providers in Georgia, with a sizable presence in Armenia. The casino offers an extensive library of poker, casino games, sports betting, and the famed Betfair Exchange. The new partnership allows the operator to incorporate Playtech's live casino games into its game library, including the recently released Jumanji The Bonus Level.
Shimon Akad, COO at Playtech, commented:
“Our collaboration with Adjarabet signifies our commitment to pioneering operations in emerging markets. We believe this trend will only accelerate - and we look forward to expanding even further globally.”
Avto Oboladze, Head of Online Casino at Adjarabet, added:
“The strategic partnership with Playtech cements our standing as a leading gambling operator in the region. The integration of Playtech's content into Adjarabet presents an exhilarating dimension for our valued customers, setting the stage for the partnership's evolution.”
According to Playtech, the latest partnership goes beyond offering live casino games. The two leading companies are committed to improving responsible gambling guidelines to provide consumers with a safe, engaging, and entertaining experience. This initiative is a continuation of Playtech's prior research in the Netherlands, which centered on adjusting industry tools to specific player preferences, risk profiles, and behavioral patterns.
