Playtech acquires BetBuddy

Playtech has acquired responsible gambling analytics solution provider BetBuddy for an undisclosed fee.

BetBuddy provides the industry with responsible gambling analytics solutions, working in partnership with clinical, gambling, and machine learning scientific communities.

Playtech trialled BetBuddy’s software earlier this year, using its algorithms to detect at risk behaviours, and has now opted to acquire the company in a move it says will enable it to “take the next step in evolving its gambling content to ensure it is developed and deployed in a sustainable manner”.

BetBuddy’s various behavioural identification and modification software will be integrated into Playtech’s IMS player management system, which will in turn enable Playtech licensees to offer players a safer environment in which to play the company’s omni-channel products.

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, and we are delighted to have completed this acquisition and to welcome them to the Playtech family.

“Responsible Gambling is a cornerstone in all Playtech’s offerings and 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.”

Simo Dragicevic, chief executive of BetBuddy, added: “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.”

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