Casino operator Delaware North has selected Playtech to power its Betly mobile sportsbook and casino in numerous states.
The partnership will begin in Ohio, where Betly launched this month to replace MVGBet in an affiliate license partnership with Delaware North’s joint venture Miami Valley Gaming.
The Betly sportsbooks in Arkansas, Tennessee and West Virginia will be migrated to Playtech’s platform in the coming months. Betly also offers online casino in the latter of those states.
“We are very pleased to partner with Playtech to provide Betly customers with an enhanced mobile sports betting and online casino experience powered by an industry leader,” said Lee Terfloth, chief interactive gaming officer for Delaware North.
“Not only that, but our team can now offer players robust promotional features through the Playtech platform, which will allow Betly to offer customers an array of enticing and personalized offerings, including bonus bets, boosts, drawings and tournaments. As a result, customers will experience tailored content to engage them based on their historical betting activity.”
Betly will feature Playtech’s suite of responsible gaming solutions including BetBuddy, which provides enhanced insights into potential at-risk player behaviors and supports operators with insights to enable early intervention and personalized messaging for those exhibiting at-risk behavior.
Delaware North has also partnered with leading national behavioral addiction program Birches Health, which provides online treatment for addictions to gambling, sports betting and other activities. Delaware North will integrate customized behavioral health assessments into the Betly application.
Playtech pursuing U.S. opportunity
Playtech’s latest partnership with an operator in the U.S. betting space comes two weeks after the renewal its deal with Continent 8 Technologies.
It also follows comments made by CEO Mor Weizer on a September earnings call, when he said the U.K.-headquartered company will continue to chase American growth. The firm reported on Sept. 30 that expansions of partnerships and new launches in multiple states helped triple its H1 revenue across the U.S. and Canada year-over-year.
The 200% revenue uptick in the U.S. and Canada far outstripped the 42% rise across the whole Americas region and the 5.5% increase across all markets.
Weizer and Co. put that down to the fact that, in the first six months of 2024, Playtech launched in all of Michigan, New Jersey and Pennsylvania with DraftKings, Golden Nugget Online Gaming and BetRivers. It also went live with PENN Entertainment in both Michigan and Pennsylvania and added BetMGM and bet365 to its slate of partners in the latter state.