Playtech acquires BetBuddy

Playtech’s strategy is to acquire complementary technology which extends its software and services offering to the gambling industry’s leading operators. The integration of BetBuddy’s behavioural identification and modification software into Playtech’s powerful IMS player management system will enable Playtech to continue to lead the industry in the delivery of Responsible Gambling products and services.

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 in which to enjoy Playtech’s omni-channel products, features and functionality. The acquisition will ensure the Playtech platform will be well placed to navigate the continually evolving global regulatory challenges around Responsible Gambling in online and retail markets.

Over the past five years BetBuddy, in collaboration with the clinical, responsible gambling, and machine learning scientific communities, has developed a proven track record in implementing Responsible Gambling solutions in regulated markets through its patent-pending behavioural identification and modification solution.

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.

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.

“Responsible Gambling is a cornerstone in all Playtech’s offerings. This acquisition demonstrates our commitment to producing solutions and games that will enable Playtech and its customers to be the most responsive and responsible businesses in the industry.”

Simo Dragicevic, CEO, BetBuddy, said: “We are thrilled to have agreed terms with Playtech, the leading B2B supplier in the gambling industry. 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.”