Gambling technology company, Playtech has secured a new five-year partnership with The Jockey Club.
The exclusive deal will see Playtech develop a range of cross-product content based on the famous races and racecourses operated by The Jockey Club, which is the largest commercial group in British horseracing.
The deal was brokered by Creation i-Gaming and Metrostar.
Playtech will have rights to develop a range of content across its best performing product verticals including Casino, Live Casino, Poker, Virtual Sports and Bingo.
The first content from the partnership will be launched in time for this year’s Cheltenham Festival, including a RNG casino game that will be the latest addition to Playtech’s Sporting Legends suite.
“At Playtech, we are committed to developing the most engaging branded content,” commented James Frendo, casino director at Playtech. “By partnering with an iconic sporting institution such as The Jockey Club, we are able to create a full range of exceptional and exciting cross-product content.
“Partnering with globally recognised brands is a key pillar of our branded content strategy as we look to deliver a unique and engaging responsible gambling experience to our customers.”
Charlie Boss, chief commercial officer at The Jockey Club, added: “We are delighted to partner with Playtech, whose industry leading software and expertise will help translate the success of our historic brands into the iGaming market for the first time. Playtech also share our values on putting safer gambling at the heart of their products.”
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