Two online gambling industry behemoths are ready to join forces in a move that will see one of the industry’s leading software vendors team up with a major operator to expand its online casino product offering.
888 Group is without a doubt one of the largest online gambling operators, with many brands under their control, and their recent cooperation with Playtech is a significant step forward for them.
While the company’s brands already provide a variety of Playtech goods, this move will ensure that the software provider’s revolutionary live casino as well as their most recent random number generator (RNG) games are available.
Playtech has been developing a number of intriguing new products in the last few months in order to help differentiate themselves from a slew of competitors in the market.
Significant effort has been made to construct, design, and develop new offers, and this latest development is considered a significant step forward, particularly for 888, which has ensured that they remain at the forefront of online casino.
While 888 has always made it a point to keep their brands competitive, this latest arrangement will give their customers a lot more quality in a specific area. One of their most valuable assets is their own software supplier, Dragonfish, which serves as 888 Holdings’ B2B (Business to Business) branch.
Although Dragonfish develops software for their own brands, they also sell it to other operators and work with other software providers to ensure that their players have a wide range of options.
What does this mean for 888?
Their flagship 888 Casino brand, which is probably one of the largest operators in the world of online gambling, competes with the major competitors. They have ensured that the slots and games that they deliver to their users are the result of meticulous market research despite already having a highly distinctive and successful site.
This implies that by incorporating Playtech’s new RNG games and live casino improvements, they can ensure that their players won’t have to search elsewhere for additional variety. Furthermore, with numerous Playtech fans all over the world, it can only work in their favour, and as a result, it opens up a slew of new marketing opportunities for them to attract new players to their brands.
New alliances have always been a pillar of 888’s business model, which was recently endorsed by Guy Cohen, SVP and head of B2C (Business to Customer), who feels that Playtech’s live casino and RNG content will considerably enhance their product offering.
Meanwhile, Edo Haitin, CEO of Playtech’s live casino division, recognised how important it is for 888 to provide an entertaining experience to the new breed of online gambling customers. The fact that Playtech is able to give this to a market leader like 888 is seen as a huge coup for the software company, according to Haitin.
Some of the new titles will be linked to some of the industry’s most reliable progressive jackpots, as well as a variety of items from a particularly potent group of developers.
Will others follow suit?
We’ve seen a lot of strategic transactions between software companies and operators in recent months, so it looks like 888 didn’t want to be left behind. While NetEnt joined with Evolution Gaming following tie-ups with a number of boutique operators and Entain showing its muscles, it wouldn’t be surprising if there were more such deals in the pipeline.
The market to watch is clearly the developing US industry, which has seen a lot of activity in recent weeks following the passage of new online gambling regulations in many states.