Playson partners with Flutter Entertainment brands Paddy Power and Betfair to continue UK expansion

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Playson, a digital entertainment provider based in Malta, have expanded their UK presence by securing a deal with Flutter Entertainment’s Paddy Power and Betfair brands. 

This partnership with two of the UK’s most recognisable betting apps, will see Playson's top performing titles Energy Coins: Hold and Win and 3 Pots Riches: Hold and Win, become available via Relax Gaming’s aggregation platform, with more games to follow in the coming months. 

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Flutter is the parent company of some of the world’s biggest and most popular betting and iGaming brands, owning the likes of SkyBet, FanDuel, SportsBet alongside seven other gambling entities.  

Flutter Entertainment have worked with Playson before, having forged an association with the company earlier in 2024, partnering with PokerStars to provide casino games to the online platform. 

Alongside the promise of further titles, this deal will see the expansion of the partnership into more regulated markets, such as Spain, Italy and Brazil. 

This partnership will continue to grow Playson’s increased presence in the UK, having recently partnered with Rank Group in October, and securing a deal with Gibraltar-licensed operator BoyleSports in June; which enabled customers in the UK and Peru to access their online slots and casino games. 

That was a follow-up to their deal with Luckia Games Group, a Spanish operator, which saw titles such as Royal Coins 2, Diamonds Power and Fire Coins enter that market facilitated by Games Global’s aggregation platform. 

Playson’s latest tie-up showcases their continued intention to expand across the global gambling market, as they aim to build on their already strong 33 million player base. 

2024 was a busy year for the Malta-based company, who have continued to expand across not just Europe, but the world. Playson ended the year with a partnership with B2B aggregation platformer ST8, which initially saw them launch popular titles in Estonia and Finland, with a view to enter more regions in the future. 

However, this was not their first foray into the Scandinavian market as they secured a deal with Premier Gaming, back in June, who are licensed operators in Malta and Sweden. Further, in August, they announced a collaboration with Play North, which saw the integration of their full iGaming portfolio into the Dutch and Finnish markets, via the brands Kasino and PikaKasino.  

Its feature-first titles and sought-after mechanics have continued to align with the desires of internationally recognised operators, and their players. Blanka Homor, sales director at Playson, commented:

“We are delighted to partner with two of Flutter Entertainment’s leading brands whose ambitions within the industry align perfectly with ours here at Playson. 

“We are confident our premier titles will elevate both Paddy Power and Betfair’s iGaming offering whilst allowing Playson continue its global marketing expansion.”