ne gaming group GVC Holdings has announced it has signed a 10-year B2B agreement with Betfred to serve as its sportsbook platform provider.

GVC said the deal will involve a “full migration” of Betfred’s sportsbook and gaming offer on an exclusive basis and the new partnership will enable to help drive the UK-based bookmaker’s online growth.

The proprietary GVC platform provides a single account that allows players to play across different content choices and channels, which will allow Betfred to segment its players and personalise its offering accordingly.

John Haddock, Betfred chief executive, said it was “impressed” by GVC's proprietary technology platform.

GVC CEO Kenny Alexander was also delighted “to have secured this exciting and important B2B partnership with Betfred” three months after the acquisition of BwinParty. Commenting on the new agreement, Alexander added: “This is a significant deal for GVC and recognises the strength and inherent value of our proprietary technology.”