The agreement is aimed at delivering an ‘improved and highly personalised AI-powered gamer experience,’ while further integrating with Playtech’s system that promotes responsible gambling.

Mike Murchison, Ada CEO, stated of the new deal: "We are excited to be launching this partnership with Playtech. Integrating Ada's conversational AI and Playtech's IMS allows Playtech Operators to deliver the VIP customer experiences that players expect, resulting in higher containment rates, an increase in bet rates, and better monitoring for player safety."

Mark Jones, SaaS Commercial Partnerships at Playtech, further added: "Playtech is committed to delivering the tools and technology operators need to present their players with the ultimate gaming experience, and our partnership with Ada ensures a world-class player experience from the initial account setup through to inquiries.

“Providing all customers with a VIP experience is becoming significantly more important and allows our players to have the very best personalisation technology at their fingertips at all times."

Playtech will go live on Ada’s platform in 2023, which will enable Playtech's operators to drive efficiency through automation – while the promotion of responsible gambling aims to ‘uplift the customer journey.’

Last month, Playtech reported a 73% rise in its revenue for H1 2022, totalling €792.3m ($777.9m).

Playtech CEO Mor Weizer said of the results: “I am delighted with the positive start that the group has made in the first half of 2022, delivering a financial performance ahead of our expectations with significant strategic and operational progress made against our objectives.”