GVC and Betfred in online sportsbook licensing deal

Online gambling group GVC Holdings, which has both b2c and b2b business interests, announced Monday that it has signed terms to licence its online sportsbook and gaming platform to Betfred, one of the UK’s high profile betting brands.

The 10-year B2B agreement involves the full migration of Betfred’s online business, including all its sportsbook and gaming offering, to the GVC platform on an exclusive basis.

Following a thorough due diligence process, Betfred has chosen GVC to support and drive its online growth in the future, a company statement notes.

The proprietary GVC offers a single account, allowing players to access a variety of content choices around sports and gaming, across multiple channels. The GVC backend data driven tools will allow Betfred to segment its players and personalise its offering accordingly.

John Haddock, CEO at Betfred said:

“After an extensive review we are pleased to announce GVC as our new e-gaming platform provider. We were impressed by GVC’s proprietary technology platform, together with its scalability and flexible approach to support the continued growth of our online business.”

GVC chief executive Kenny Alexander said the deal with Betfred is a significant step for the company following its acquisition of Bwin.Party Digital Entertainment, and that the agreement underscores the inherent value of GVC’s proprietary technology.

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