Playtech has partnered with Adjarabet in an effort to expand via a strategic entry into the Georgian and Armenian betting markets.
Flutter-owned Adjarabet has an existing presence as an operator in the Georgian and Armenian markets, providing a portfolio of casino, sports, a retail presence and the Betfair Exchange.
Playtech provides business intelligence-driven gambling software and services and has been running since 1999. Playtech provides its technology on a B2B basis to the gambling industry’s retail and online operators, land-based casino groups as well as government-sponsored entities such as lotteries.
Expanding on their partnership, this further extended Playtech’s relationship with Flutter, which acquired a majority stake in Adjarabet in 2019.
This alliance now covers multiple platforms and regions, such as Betfair, Paddy Power, Pokerstars, Skybet, FanDuel and now, Adjarabet.
The collaboration between Playtech and Adjarabet marks a surge in popularity of Live Casino, one of Playtech’s most fast-growing verticals.
Shimon Akad, COO at Playtech, said: "Our collaboration with Adjarabet signifies our commitment to pioneering operations in emerging markets. We believe this trend will only accelerate – and we look forward to expanding even further globally."
Avto Oboladze, Head of Online Casino at Adjarabet, commented: "The strategic partnership with Playtech cements our standing as a leading gambling operator in the region. The integration of Playtech's content into Adjarabet presents an exhilarating dimension for our valued customers, setting the stage for the partnership's evolution."
