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Sports Licensing: Playtech Announces Licensing Partnership with The Jockey Club

By Allison Watkinson

TLL Reporter

Playtech has announced a new five-year licensing partnership with British horse racing brand The Jockey Club.

The new agreement will see Playtech develop a range of cross-product content based on the races and racecourses operated by The Jockey Club. The deal was brokered by Creation i-Gaming and Metrostar.

Under the agreement, Playtech will have rights to develop a range of content across its best-performing product verticals including casino, live casino, poker, virtual sports and bingo.

“At Playtech, we are committed to developing the most engaging branded content. By partnering with an iconic sporting institution such as The Jockey Club, we are able to create a full range of exceptional and exciting cross-product content.” said James Frendo, Casino Director at Playtech.

“Partnering with globally recognised brands is a key pillar of our branded content strategy as we look to deliver a unique and engaging responsible gambling experience to our customers.”

The first content from this partnership will be launched in time for this year’s Cheltenham Festival. The content will include a RNG casino game that will be the latest addition to Playtech’s Sporting Legends suite.

The Jockey Club was founded in 1750 and is the largest commercial group in British horse-racing. The Jockey Club operates 15 race courses nationwide including The National Stud, Jockey Club Estates, Jockey Club Catering, Jockey Club Live, Jockey Club Services and its charity, Racing Welfare.

“We are delighted to partner with Playtech, whose industry leading software and expertise will help translate the success of our historic brands into the iGaming market for the first time. Playtech also share our values on putting safer gambling at the heart of their products,” said Charlie Boss, Chief Commercial Officer at The Jockey Club.

Alongside its industry-leading products and services, Playtech has worked with its licensees to raise industry standards in responsible business and safer gambling. By partnering and working with the leading operators and suppliers in the industry Playtech has led efforts to develop the industry’s first code of conduct on safer game design.

Moreover, through Playtech Protect, the company has pioneered the use of research, data and artificial intelligence to develop products to identify at-risk customers and deliver safer tailored gambling interventions to customers.

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