Betfred seals 10-year platform deal with GVC
UK bookmaker swaps GTECH for GVC's bwin technology following "extensive review" of online business
Betfred has struck a long-term platform deal with GVC Holdings which will see the UK bookmaker migrate its online sportsbook and gaming business to the GVC platform.
The 10-year deal, which was announced this morning, will also give Betfred access to GVC’s back-end data tools, enabling the operator to segment players and personalise its offer.
Betfred CEO John Haddock said it decided to swap its current GTECH-provided platform for GVC’s proprietary bwin technology following an “extensive review” of its online business.
“We were impressed by GVC’s proprietary technology platform, together with its scalability and flexible approach to support the continued growth of our online business,” Haddock said.
The migration is not expected to take place until after this summer’s European Championships.
The agreement marks GVC’s first B2B deal since its acquisition of bwin.party in February with the company said to be keen to monetise what it views to be an underutilised supplier business.
“We are delighted to have secured this exciting and important B2B partnership with Betfred, one of the major players in the UK gaming market, so soon after the acquisition of bwin.party,” Kenny Alexander, GVC chief executive, said.
“This is a significant deal for GVC and recognises the strength and inherent value of our proprietary technology,” he added.
Betfred joins other GVC/bwin B2B partners including Fortuna and Danske Spil.
News of the deal comes after Betfred unveiled former England captain Stuart Pearce as its Euro 2016 ambassador, along with its headline offer of outright money back on England should they exit the tournament on penalties.
Pearce, who famously missed a spot-kick in the 1990 World Cup semi-final shoot-out, will star in a number of adverts to promote the offer and act as a pundit during the tournament.
“I think like the Premier League it will be a wide open tournament so England are not out of the mix,” Pearce said. “At least with Betfred’s offer and the unthinkable happens again you get your money back,” he added.
GVC’s share price was up 19p to 572.50p after early morning trading.