- Legal States
Erik Gibbs February 4, 2022 2 min read
Playtech Signs Partnership with The Jockey Club as It Ponders New Takeover Deal
Playtech isn’t letting something as mundane as bidding wars stand in its way of expansion. The gaming content developer’s shareholders just rejected a proposal by Aristocrat to purchase the company, only to have another deal emerge immediately after. While Playtech executives figure out what to do next, the company’s software engineers will be busy working on new content for The Jockey Club in the UK.
The Jockey Club Embraces Playtech
The Jockey Club and Playtech have entered into a partnership for cross-product content production ahead of next month’s Cheltenham Festival. Playtech will create the content time and feature an RNG-based casino game as part of Playtech’s Sporting Legends offerings.
The companies are planning not only for Cheltenham Festival, to be held March 15-18, but also for the Grand National. Large crowds will be expected at the latter event since it returns to a full-house audience capacity after last year’s spectator-less fixture.
Charlie Boss, Chief Commercial Officer of The Jockey Club, explained in a press release that Playtech’s industry-leading software and expertise will allow the company to add its brand’s success in the iGaming space.
Innovation Coming to The Jockey Club
Through its agreement with Jockey Club, Playtech has acquired the rights to create features across its online casino, casino, poker, bingo, and virtual sports verticals. These features will be based on content from The Jockey Club’s racecourses or fixture list.
James Frendo, the casino director at Playtech, stated that Playtech is committed to creating engaging brand content. Partnering with iconic sporting institutions like The Jockey Club will allow it 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.”James Frendo, Casino Director at Playtech
The Jockey Club controls much of the British horseracing scene. It operates 15 racecourses across the country and the National Stud, Jockey Club Estates, Jockey Club Catering, Jockey Club Live, and Jockey Club Services. It also runs its own charity, Racing Welfare.