Playtech has acquired Responsible Gambling solutions provider BetBuddy for an undisclosed fee, continuing its strategy of obtaining technology which will extend its software and services offering to gambling operators.
BetBuddy’s behavioural identification and modification software is to be integrated into Playtech’s IMS player management system, allowing its licensees to offer players a safer environment to use its omni channel products.
It is hoped the move will also allow Playtech to ‘be well placed to navigate the continually evolving global regulatory challenges around Responsible Gambling in online and retail markets.’
Ian Ince, Head of Regulatory Affairs and Compliance at Playtech, explained: “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. 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.”
Earlier this year Playtech introduced a trial of BetBuddy’s analytics software, with algorithms used to detect risk behaviours, through this acquisition it is believed Playtech can take the next step in evolving its gambling content, ensuring it is both developed and deployed in a sustainable manner.
Simo Dragicevic, BetBuddy CEO, commented: “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.”
BetBuddy has worked with clinical, responsible gambling and machine learning scientific communities for the last five years, developing ways of implementing Responsible Gambling solutions, through its behavioural identification and modification solution, to regulated markets.