888 and Playtech announce Collaboration Deal

Two behemoths of the online gambling industry are set to join forces in a move that will see one of the leading software providers in the industry link up with a major operator to increase its offering of online casino products.

Without a doubt, 888 Group is one of the biggest operators in the online gambling industry with multiple brands under their purview and this latest partnership with Playtech is a significant step forward for them.

While the company’s brands do already have a number of different Playtech products, this move will help to secure the provision of the software provider’s innovative live casino offering, as well as their latest random number generator (RNG) games. 

Over the last few months, Playtech has developed a number of exciting new products in their bid to help differentiate themselves from a considerable amount of competitors in the marketplace. 

Significant investment has been made in order to create, design, and develop new offerings and this latest development is being seen as a substantial step forward, particularly for 888 who have made sure that they stay at the forefront of online casino.

While 888 has always make sure that their brands try and stay competitive, this lates deal will provide their customers with a lot more quality in a particular niche. One of their prime assets is in fact their own software provider; Dragonfish which acts as the B2B (Business to Business) division of 888 Holdings.

Although Dragonfish creates software for their brands, they also provide it to other operators, as well as using other software providers in the industry to make sure that their players have ultimate variety. 

How can 888 benefit from this?

Being arguably one of the biggest operators in the world of online gambling, their flagship 888 Casino brand rivals the major players. Already with a highly distinctive and popular site, they have made sure that the slots and games that they provide to their players are the result of careful market research.

This means that by integrating Playtech’s new RNG games as well as their upgrade of live casino, they can be sure that their players do not have to look elsewhere for more differentiation. In addition, it can only work in their favour, with many Playtech fans all over the world and as a result, this presents a number of new marketing opportunities in order to attract new players to their brands.

New partnerships has always been a model that 888 has built their company on which was recently advocated by SVP (Senior Vice President) and head of B2C (Business to Customer), Guy Cohen, who believes that Playtech’s live casino and RNG content will significantly strengthen their product offering. 

Meanwhile, CEO of live casino at Playtech, Edo Haitin recognised just how much of an emphasis that 888 place on providing an entertainment-focused experience to the new breed of player online gambling customers. The fact that Playtech get to provide this to a market leader like 888 is something that Haitin identifies as a significant coup for the software provider.

It will see some of the newly available titles link up with some of the industry’s most robust progressive jackpots as well as a range of products from a particularly powerful arrangement of studios. 

Others to follow suit?

Over the last few months, we have seen a number of strategic deals implemented between software providers and operators, so it appears that 888 were keen not to be left behind. While NetEnt have merged with Evolution Gaming following link-ups with a series of boutique operators as well as Entain flexing its muscles, it should not be a surprise if there was more to come like this in the near future.

The market to keep an eye on, is undoubtedly the burgeoning US market which has seen a considerable amount of activity in recent weeks, following new online gambling legislation being passed in a number of states.