Playtech acquires BetBuddy

Playtech, the London-based gambling software and service providers, announced the company’s acquisition of BetBuddy, a responsible gambling analytics solution provider. The fee has yet to be disclosed.

Ian Ince, Head of Regulatory Affairs and Compliance, Playtech, said: “BetBuddy is the leading company in this field and has a team that has focused exclusively on developing an industry-leading Responsible Gambling solution.”

“The strength of the product and the knowledge and experience that the team brings is unparalleled, and we are delighted to have completed this acquisition and to welcome them to the Playtech family."

BetBuddy’s behavioural identification and modification software attracted Playtech, who are looking to incorporate the technologies into their own offerings. The acquired tech will be deployed onto Playtech’s IMS player Management system, improving the current Responsible Gambling focus of their services.

Ince added: “Responsible Gambling is a cornerstone in all Playtech’s offerings. This acquisition demonstrates our commitment to producing solutions and games that will enable Playtech and its customers to be the most responsive and responsible businesses in the industry.”

The news follows the UK’s Responsible Gambling week which was held October 12 to 18, 2017.

Simo Dragicevic, CEO, BetBuddy, said: “We are thrilled to have agreed terms with Playtech, the leading B2B supplier in the gambling industry. We look forward to working with the Playtech Compliance, Business Intelligence, and Game Development teams, in partnership with Playtech’s customers and wider industry stakeholders, to continue to help to raise standards in Responsible Gambling.”