Digital entertainment supplier Playson has partnered with Bally’s Intralot to roll out its title portfolio across six of the latter’s UK-facing brands.
The brands – Jackpotjoy, Virgin Games, Monopoly Casino, Rainbow Riches Casino, Bally Bet and Double Bubble Bingo – will all add Playson’s games and deliver them to millions of active players.
Facilitated via Relax Gaming’s aggregation platform, the rollout includes a selection of Playson’s established titles such as 4 Pots Riches: Hold and Win; 4 Supercharged Clovers: Hold and Win; and Diamonds Power XXL: Hold and Win. These games have been widely deployed across regulated markets and are recognised for driving player engagement, retention and acquisition.
“Launching across all six of Bally’s Intralot’s UK brands is a significant achievement for Playson and highlights the strength and consistency of our portfolio,” said Conor Jenner, Senior Sales Manager at Playson.
“The UK is a key strategic market for us, and partnering with an operator of this calibre allows us to deliver our content to a vast and highly engaged audience.
“We are confident our games will resonate strongly with players and look forward to expanding this successful collaboration into new markets.”
The partnership represents a significant milestone in Playson’s UK growth strategy as it looks to deliver scalable, data-driven content within one of the most competitive and tightly regulated iGaming markets globally.
Beyond the UK, the deal also lays the groundwork for further collaboration between the two companies, with expansion into additional regulated jurisdictions, including Spain, Greece and Ontario, already under consideration.
On the partnership, Richard Harris, Chief Commercial Officer B2C at Bally’s Intralot, added: “Playson has built a strong reputation for delivering high-quality, engaging content that performs consistently across regulated markets.
“Integrating their portfolio across our UK brands enhances our offering and provides our players with a diverse range of proven titles.
“We are pleased to partner with Playson and look forward to growing this relationship across multiple markets.”
Bally’s Intralot expanding with Playson deal after first results
It comes two weeks after the now-merged company reported its first results as a combined entity, showing that annual revenue stood at €520.6m (£449.8m).
The business also made a significant leadership change last month, when Nikos Nikolakopoulos, President of Lotteries, left his role.
Current Chief Operating Officer Chrysostomos Sfatos has now taken up the position with added responsibility, which signals that Bally’s Intralot is looking to grow its market share in both lotteries and iGaming across its core markets, including the UK.
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