Playtech Acquires BetBuddy

Tia Winter | 1 November 2017

Well-known online gaming group Playtech is one of the many successful UK-based gaming software suppliers. Now, to further their growth strategies and add yet another division to their iGaming operations, the firm has announced that it has acquired responsible gaming firm BetBuddy this month. The purchase of the responsible gambling company was processed for an undisclosed cash consideration.

The recent acquisition is expected to benefit Playtech in the coming months, with the purchase seeing the gaming analytics group being added to Playtech’s brand and integrated into their award-winning online casino gaming platform.

Playtech to offer BetBuddy’s Behaviour Analysis Software

BetBuddy’s platform offers services such as behaviour analysis, which gathers and analyses players’ decisions during play in order to inform them when potential problem gambling habits begin to develop. Playtech now has plans to integrate this feature into their own IMS player management system, offering yet another layer of player protection in their software.

BetBuddy was established just five years ago, and has since worked with numerous gambling addiction groups and specialists in order to create and fine-tune their behaviour analysis software systems. The firm’s product is used by casino operators in regulated jurisdictions around the world to promote responsible gambling among real money players.

The decision to purchase BetBuddy came shortly after Playtech gave the former firm’s software a trial earlier in 2017. Showing great success and potential among the UK developer’s players, they decided to make a purchase offer for BetBuddy in order to strengthen both companies’ offerings.

CEOs Weigh In On Confirmed Acquisition Deal

Commenting on the deal, CEO of BetBuddy Simo Dragicevic noted that his company is thrilled to have agreed to purchase terms with leading B2B supplier Playtech, a firm that is well-known throughout the iGaming industry.

Dragicevic also noted that his firm is looking forward to working alongside Playtech’s Business Intelligence, Compliance, and Game Development teams, as well as its customers and stakeholders, in order to continue to raise responsible gambling standards worldwide.

Head of Regulatory Affairs and Compliance at Playtech, Ian Ince, also commented that responsible gambling is a cornerstone of all of Playtech’s iGaming offerings, and the new acquisition has demonstrated their commitment to offering solutions that will enable customers and players to be responsible at all times in the iGaming industry.

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