The 1999-founded, London Stock Exchange-listed technology leader in the gambling industry, Playtech, has announced it has expanded its original agreement with BoyleSports, the Global sports betting and gaming company that operates in the UK, Ireland, South America, and Africa.

Previously, at the end of October 2020, Playtech announced it would extend its long-term agreement with BoyleSports for another five years, until 2025.

Playtech to Preserve Its Exclusive Provider Position 

The early extension of the deal that was scheduled to end in the year 2025 will see the Playtech giant keep providing its exclusive Live Casino offering to BoyleSports until 2025 while also maintaining its exclusivity over the latter’s branded live casino tables as well as the award-winning Poker and Bingo content until the end of 2028

Commenting on the fresh development, Playtech’s commercial director, Panos Scoursis, explained they were thrilled to expand their agreement with BoyleSports while looking forward to “continuing to deliver innovative solutions that meet the evolving needs” of their customers. 

Scoursis also took the opportunity to describe the partnership as a “testament” to their proven commitment to constantly offering top-quality gaming experiences to customers while staying fully committed to their goals to promote responsible gaming practices.

An Exciting Opportunity to Grow Business

Similarly, BoyleSports’ gaming director, Steve Payne, expressed delight with the four-year deal expansion while praising their “strong and successful partnership” with Playtech in the past few years. 

Payne called the extension “an exciting opportunity” to keep growing their business while generating the best possible experience across all of their verticals. 

In December, British gambling company William Hill announced it turned down a £700 million (approximately $887 million) takeover attempt from Playtech, according to a Sunday Times report.

During the same month, the pioneer of omnichannel gambling technology that uses its integrated platform technology Playtech ONE to deliver single wallet functionality, responsible gambling solutions, data-driven marketing expertise, and customer relationship management joined Danish betting and casino trade group Spillebranchen, alongside leading business-to-business solution provider for casino operators Evolution.

Known as Ireland’s largest independently owned sportsbook, BoyleSports is an Irish family-owned firm founded in 1982 that currently counts more than 390 shops spread across the UK and Ireland.

At the start of January, the company announced the appointment of Michail Koutsoukos as its new head of customer engagement. Koutsoukos has years of experience in the gambling industry, having served two of the most successful gambling companies in Europe, Kindred Group and Kaizen Gaming. 

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BoyleSports, an Irish gambling company, has unveiled a new partnership deal with Horse Racing Ireland (HRI) Racecourses, HRI’s arm responsible for running the company’s racecourses throughout the country. The three-year deal will see the two parties collaborate until 2027.

As per the arrangement, the bookmaker has renewed its sponsorship of the Irish Grand National, a major racing event in Ireland. In addition to that, BoyleSports will serve as the official betting partner for the Leopardstown summer series. Additional sponsorships will see the bookmaker sponsor the Grade Three Joe Mac Novice Hurdle and the Grade Two Webster Cup Chase.

The deal with BoyleSports will once again cement the Irish Grand National as the richest race in the Irish National Hunt calendar, allowing it to offer a prize pool of €500,000 ($543,000).

BoyleSports’ commitment as principal partner of the Fairyhouse Easter Festival will also see it sponsor two more Easter weekend races, further reaffirming the operator’s overall commitment to Ireland’s betting sector.

HRI Racecourses Praised BoyleSports’ Commitment to Irish Racing

BoyleSports’ chief executive officer, Vlad Kaltenieks, commented on the agreement with HRI, saying that racing is an integral part of the Irish DNA. Because of that, his team is happy to continue supporting the sector.

With our new extended sponsorship as official betting partner to the summer series, we look forward to switching from a thrilling Easter Festival at Fairyhouse to a cracking summer of racing and entertainment at Leopardstown.

Vlad Kaltenieks, CEO, BoyleSports

HRI Racecourses’ chief executive officer, Paul Dermody, also commented on the matter, praising BoyleSports for supporting Irish racing. Dermody thanked the bookmaker for its continued support and the extension of multiple sponsorship agreements.

Partnering with Irish racing continues to deliver significant commercial opportunities and value to brands and we look forward to supporting BoyleSports in the activation of this agreement.

Paul Dermody, CEO, HRI Racecourses

In the meantime, BoyleSports continues to oppose Ireland’s proposed gambling reforms and, along with Sky Sports Racing, has warned that it might leave the Irish sector if it’s not exempted from Ireland’s proposed gambling ads ban.

However, James Browne, the Irish minister tasked with revamping the industry, slammed the scaremongering efforts and the misinformation attempts.

In other news, BoyleSports recently expanded its leadership team, welcoming Michail Koutsoukos as head of customer engagement.

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BoyleSports, an Irish gambling company, has unveiled a new shop in the United Kingdom. The bookmaker’s new location is in Stevenage Old Town, allowing locals to play many exciting gambling games.

The announcement was made by Dan Robinson, BoyleSports’ retail machine manager, who was excited about the opening. The manager used the opportunity to highlight the quality gaming experiences that the shop will offer.

This time we are enhancing the town center in Stevenage Old Town with the BoyleSports brand, industry-leading offers, and state-of-the-art customer facilities – another superb shop fit from all involved and a big round of applause to you all.

Dan Robinson, retail machine manager, BoyleSports

The exact address of BoyleSports’ latest location in the United Kingdom is 67-69 High Street, Stevenage, SG1 3AG.

Robinsons Says This Will Be the Best Gambling Shop Around

Robinson invited everyone in the local area to visit the shop and try out what BoyleSports has to offer. He specified that the new location is certainly the best betting shop in the local area.

Robinson also published photos of the new location, showcasing the facility. A wall of screens will allow sports bettors to keep track of all the big leagues, making sure not to miss an important bet. A row of gambling machines makes sure that customers have enough diversity to remain engaged at all times.

Finally, there is a Racing Post corner where visitors can read the latest issue of the famous British daily horse racing, greyhound racing and sports betting newspaper.

Robinson concluded that fans should stay tuned for further news. He teased that BoyleSports has big plans for the UK and plans to open more new shops in the country.

BoyleSports Continues to Grow Its Presence and Content Library

Earlier this year, BoyleSports penned a UK and Ireland-facing slot distribution deal with Yggdrasil. Under the deal, the operator, which operates over 25 shops in Britain, was able to offer more varied content to its consumers.

In February, BoyleSports also signed an agreement with Pariplay, becoming a partner of its Fusion platform. As a result, the gambling operator was able to onboard content from Wizard Games.

Last year, BoyleSports was forced to spend months without a leader, following the exit of Mark Kemp, who left after less than a year with the company. In December 2022, BoyleSports finally found a suitable replacement, welcoming the experienced Vlad Kaltenieks as the new company leader.

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The latest partnership will allow BoyleSports to benefit from the launch of dedicated and proprietary content from Wizard Games through the Fusion platform. This new content launch will strengthen BoyleSports’ operations in both Ireland and the United Kingdom.

Fusion will not just stop at content by Wizard Games, though, as the platform is also expected to deliver on more than 14,000 products, part of its aggregation platform presently. Apart from aggregating content, Pariplay has been equally keen on adding new clients which can benefit from its curated offer of iGaming products.

The Fusion platform does not just offer games, though, as it creates powerful experiences backed by the company’s back and front-end tools that boost conversion and retention. Some of the solutions Pariplay deploys include its Fusion Tournaments, Raffle Rocket, and Spin that Wheel promotional tools.

Bringing New Games and Experiences to BoyleSports Players

Commenting on the new partnership BoyleSports gaming director Steve Payne has hailed the opportunity to add a trusted and reliable partner such as Pariplay, capable of bringing some of the best titles to the operator. Payne added:

We’re very happy to see key games go live in the UK and Ireland, as we look to further grow our footprint in our core markets and beyond.

Pariplay VP of sales Andrew Maclean was similarly pleased with the partnership and said that the company was delighted to be teaming up with BoyleSports, a brand that is “supremely well-known in the UK and Irish markets.

“Taking both proprietary content and third-party games live across multiple jurisdictions highlights the agility and scalability of our Fusion platform,” Maclean added. Pariplay has been working to actively strengthen its partner and third-party programs as well as strike important partnerships with prominent brands.

The company has been able to add Jelly Entertainment to its Ignite program earlier in February. Similarly, the company added Mancala Gaming as one of its latest Fusion platforms, seeking to expand its list of new titles. The company also struck a partnership with Kiron this year.

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