Gambling technology supplier Playtech has signed a five-year product development deal with British horseracing commercial group The Jockey Club.
Under the deal, Playtech will develop a range of cross-product content modeled after races and racecourses operated by The Jockey Club.
The new content will span casino, live casino, poker, virtual sports and bingo. The first offering from the partnership will be launched in time for Cheltenham Festival, which is scheduled to take place between 15-18 March 2022.
Charlie Boss, chief commercial officer at The Jockey Club, said: “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.”
Playtech recently launched in Canada via a partnership with NorthStar Gaming, in addition to launching two live casino studios in Michigan and New Jersey
Playtech casino director James Frendo said: “At Playtech, we are committed to developing the most engaging branded content. 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.”
Playtech’s board had agreed a deal to be acquired by Australian slot machine manufacturer Aristocrat in October 2021, but the £2.7bn bid collapsed, after the company failed to obtain the required shareholder approval to see the deal through.