The Jockey Club has entered into a partnership with gambling software development firm Playtech for the production of cross-product content ahead of next month’s Cheltenham Festival.
Under the terms of the five-year agreement, brokered by Creation i-Gaming and Metrostar,, Playtech will develop the content time for the Cheltenham Festival, and will feature an RNG casino game as the latest addition to Playtech’s Sporting Legends offering.
The authority is planning ahead not just for Cheltenham Festival but also the Grand National, with large crowds expected at the latter event as it returns to a ‘full-house’ audience capacity following last year’s spactatorless fixture.
Charlie Boss, Chief Commercial Officer at The Jockey Club, added: “We are delighted to partner with Playtech, whose industry leading software and expertise will help translate the success of our historic brands into the iGaming market for the first time. Playtech also shares our values on putting safer gambling at the heart of their products.”
The agreement follows the announcement that FTSE250 gambling developer Playtech will not be acquired by Australian-listed group Aristocrat, with the former’s shareholders’ vote not expected to meet the required 75% majority needed to approve the merger.
As a result of its deal with the Jockey Club, the company has secured the rights to develop the features across its casino, live casino, poker, virtual sports and bingo verticals, with content derived from the horse racing organiser’s 15 racecourses and fixture list.
James Frendo, Casino Director at Playtech, said: “At Playtech, we are committed to developing the most engaging branded content. By partnering with an iconic sporting institution such as The Jockey Club, we are able to create a full range of exceptional and exciting cross-product content.
“Partnering with globally recognised brands is a key pillar of our branded content strategy as we look to deliver a unique and engaging responsible gambling experience to our customers.”