Live lottery and card game provider TVBet has announced a partnership with online casino software developer SoftGamings, with the entities looking to use the collaboration to enhance both firm’s brand.

As a result of the partnership, both TVBet and SoftGamings will work together to increase the effectiveness of promotional activities. Moreover, TVBet’s betting, lotteries and casino content will be pushed to a wider customer base due to the SoftGamings deal.

Peter Korpusenko, CEO TVBet, commented: “The cooperation of TVBet with SoftGamings will lead operators to new opportunities. Thanks to the new live TV games offering, clients could satisfy the needs of the more demanding audience. This strong signing represents a win-win situation for both companies.”

Additionally, SoftGamings will expand its portfolio of offerings to clients by offering TVBet’s live format betting products.

TVBet’s lottery products include three live-format games called 5Bet, 7Bet and Keno whilst its portfolio also includes a range of casino and bingo games such as Poker and 1Bet by Bingo37.

Irina Sazonova, director of partnerships at SoftGamings, added: “Signing a partnership deal with TVBet is an important milestone for SoftGamings. We can now expand our game portfolio and offer our clients a unique set of live dealer games. Moreover, we are happy to help TVBet increase its reach by offering its games to 100+ online casinos owned by our clients. We hope that SoftGamings and TVBet will continue to operate in the future and pick the fruits of the collaboration.”

Due to the global health pandemic limiting live-format offerings TVBet has grown in popularity with the firm reporting an increase in bets on its games due to customers searching for other live solutions.

The news follows on from the lottery and card game providers partnership with Top Play Gaming in which TVBet will also gain a greater expansion of its products.