Playtech boosts responsible gambling efforts with latest acquisition

Playtech has announced the acquisition of BetBuddy, a responsible gambling analytics solution provider, for an undisclosed fee.

Following the deal, the London-listed supplier will integrate BetBuddy’s behavioural identification and modification software into its own player management system.

“The integration will deliver an industry leading responsible gambling player management platform and will give Playtech’s licensees the opportunity to offer their players a safer environment,” Playtech said in a statement.

BetBuddy has spent the last five years developing responsible gambling solutions in partnership with the clinical, responsible gambling, and machine learning scientific communities.

Playtech trialled Bet Buddy’s analytics software earlier this year, using its algorithms to detect at-risk behaviours.

“The addition of the BetBuddy team and methodologies to Playtech’s data driven approach will allow Playtech to take the next step in evolving its gambling content to ensure it is developed and deployed in a sustainable manner,” the firm said.

Ian Ince, head of regulatory affairs and compliance, Playtech, said: “BetBuddy is the leading company in this field and has a team that has focused exclusively on developing an industry-leading Responsible Gambling solution. The strength of the product and the knowledge and experience that the team brings is unparalleled, and we are delighted to have completed this acquisition and to welcome them to the Playtech family.

Simo Dragicevic, CEO, BetBuddy, added: “We look forward to working with the Playtech compliance, business intelligence, and game development teams, in partnership with Playtech’s customers and wider industry stakeholders, to continue to help to raise standards in Responsible Gambling.”