Siobhan Aslett05.04.2017

Irish sports betting operator, Paddy Power, has extended its partnership with Playtech BGT Sports in a multi-year deal. Under the terms of the agreement, Paddy Power will increase the number of self-service betting terminals (SSBTs) available in its retail outlets.

The deal will allow Paddy Power to meet the demands of its customers with more in-play betting options available, which is expected to lead to incremental revenue growth for the company.

“We are very pleased to extend our contract with Paddy Power and look forward to building upon our already successful partnership over the coming years,” announced John Pettit, PBS managing director for the UK, Ireland, Australia and Asia.

“The backing of such a reputable retail operator emphasises the value of PBS, and SSBTs in general, to the betting shop and we look forward to further consolidating our position in the market, as we continue to improve existing products and develop new technologies aimed at digitising the retail space.”

The deal will also allow Paddy Power to offer the PBS horse and greyhound racing product, which was designed together with the Racing Post. According to Playtech, this deal reflects punters’ growing preference to have a digital experience even within a retail environment, and the increasing popularity of self-service products.

“Enhancing the customer experience through market leading technology is key to our retail strategy and PBS’ innovative, revenue-driving terminals provide the perfect platform to help us achieve our aims,” stated David Newton, managing director of Paddy Power. “These include being able to leverage our own intellectual property with the Paddy Power Cash Card and our unique Onside app allowing customers to track and cash out their SSBT bets.”

Playtech continues to expands within the Irish gaming market and just last month, it extended its SSBT agreement with another Irish bookmaker, Boylesports.