In a strategic move indicative of its relentless market expansion, Playtech, a global leader in gambling technology, has entered the dynamic realms of Georgian and Armenian betting markets through a strategic partnership with Adjarabet, a powerhouse operator in the region.
This collaboration signifies a significant milestone in Playtech's mission to deliver unparalleled gaming experiences across diverse territories. Building upon their existing partnership with Flutter Entertainment, which acquired a controlling stake in Adjarabet in 2019, Playtech expands its influence across platforms and regions, encompassing renowned names like Betfair, Paddy Power, Pokerstars, Skybet, Fanduel, and now, Adjarabet.
Adjarabet, renowned as the foremost online gaming operator in Georgia and with a robust presence in Armenia, offers a diverse portfolio including poker, casino games, sports betting, and the iconic Betfair Exchange. The synergy between Playtech and Adjarabet particularly amplifies the popularity of Live Casino, one of Playtech's fastest-growing verticals.
Shimon Akad, COO at Playtech, expressed their commitment, stating, "Our partnership with Adjarabet underscores our dedication to pioneering operations in emerging markets. We anticipate this trend accelerating further, and we eagerly anticipate our continued global expansion."
Avto Oboladze, Head of Online Casino at Adjarabet, echoed this sentiment, stating, "The strategic collaboration with Playtech solidifies our position as a leading gambling operator in the region. Integrating Playtech's content into Adjarabet adds an exciting dimension for our valued customers, laying the foundation for a promising evolution of our partnership."
Beyond gaming content, this collaboration underscores Playtech and Adjarabet's joint commitment to enhancing responsible gambling protocols. Their focus remains on ensuring the safety, engagement, and entertainment of their customers.
This initiative aligns with Playtech's recent research project in the Netherlands, where industry tools were tailored to individual player preferences, risk profiles, and behavioral patterns, enhancing the overall customer experience.