egrmagazine.com
Bet365, the UK-based bookmaker, has re-launched its online casino with
software from Cyprus-based firm Playtech, ending its long running
relationship with Swedish software firm Boss Media.
Bet365casino was originally launched with software from Boss in the
summer of 2003, but John Coates, chief executive of bet365, said the
firm elected to switch to Playtech after “careful consideration of our
options”.
“We were impressed with its software, ideas and plans for the future
along with their willingness to work closely with us to fully integrate
the system.”
Playtech said the new system was “tightly integrated” with the Bet365
sportsbook, and customers will be able to use their existing login IDs
and passwords to access the casino.
However, Boss Media's chief executive Peter Bertilsson said he was confident his firm's integration was the equal of anyone's.
"I don't think integration was the main reason behind the switch," Bertilsson said.
Playtech is renowned in the industry for its agressive pricing, and it is belived this was also a key factor in the deal.
But Bertilsson was keen to stress there were no hard feelings as a result of the new deal.
"We are very sorry to lose Bet365 as they were a good client and we
liked them personally, but these things happen in business," he said.
It is the second major UK deal for Playtech in 2005, following the
launch of the online casino from the well-established state-run
operator The Tote.
Playtech redesigned its software to target the sports betting market in
early 2004, adding a range of sports-focused fixed odds and virtual
racing games, and the ability to integrate lives scores and odds data
tickers.
And it said it expected to announce more strategic partnerships with
established sportsbook operators in the UK over the coming months.
Independently owned sportsbook Betfred is expected to be among the
first of these signings, with the launch of its long-awaited online
casino later this year.
