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Playtech joins the US for the first time via a casino content deal with Bet365.
A selection of Playtech games is now available via the casino tab on the Bet365 New Jersey casino site.
The partnership marks the first step for Playtech into the US market, with the company saying it plans to partner with more New Jersey operators in the coming months.
The supplier giant has long-standing relationships with multiple NJ operators, including GVC (BetMGM) and 888.
“This is a significant moment for Playtech and our development in the US,” said Playtech COO Shimon Akad.
“Launching Playtech’s software in the US is a landmark, and we are very pleased to be taking this step with one of our most trusted partners in Bet365. With more titles and content launching in the coming weeks and months, there are exciting times ahead.”
Playtech secured regulatory approval for New Jersey just last month. The company has also started the licensing process in other US jurisdictions.
For Bet365, the launch reflects its growing investment in New Jersey and in online casino.
A Bet365 spokesperson, said: “We’re excited to partner with Playtech in order to expand our content offering to the US market. Given the range and caliber of Playtech’s content, being first to market it is a real differentiator for our platform. We look forward to developing upon our already solid partnership as we continue to grow our casino offering.”
Globally, the bet365 approach to casino is more about cross-selling sports bettors than acquiring direct into casino.
And that looks to be the case in New Jersey too, with bet365 kicking off a sportsbook marketing campaign last week.
Online Poker Report understands the brand now accounts for the majority of betting revenues on the Hard Rock license and was growing even before the marketing campaign kicked in.