Playtech Acquires Responsible Gambling Provider

BetBuddy acquired for undisclosed consideration

Online gambling software and games developer Playtech plc has announced the acquisition for an undisclosed consideration of responsible gambling analytics provider BetBuddy.

In a statement Friday Playtech said that its strategy is to acquire complementary technology which extends its software and services offering to the gambling industry.

The integration of BetBuddy’s behavioural identification and modification software into Playtech’s IMS player management system will enable Playtech to improve its responsible gambling services and products, the statement claims.

Specifically, the integration of BetBuddy’s responsible gambling management technology will give Playtech’s licensees the opportunity to offer their players a safer environment whilst ensuring that Playtech is well placed to navigate the continually evolving global regulatory challenges around Responsible Gambling in online and retail markets.

“Over the past five years BetBuddy, in collaboration with the clinical, responsible gambling, and machine learning scientific communities, has developed a track record in implementing Responsible Gambling solutions in regulated markets through its patent-pending behavioural identification and modification solution,” the Playtech statement notes.

“Playtech trialled BetBuddy’s analytics software earlier this year, using its algorithms to detect at risk behaviours. The addition of the BetBuddy team and methodologies to Playtech’s data driven approach will allow Playtech to take the next step in evolving its gambling content to ensure it is developed and deployed in a sustainable manner.”

Ian Ince, head of regulatory affairs and compliance at 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.”

Simo Dragicevic, CEO, BetBuddy, said: “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.”