Playtech acquires responsible gambling data provider BetBuddy
Playtech PLC, a gambling software development company, has announced the acquisition of BetBuddy, an London based firm providing responsible gambling data, analytics, and solutions.
The BetBuddy software uses behavioural identification software which it has developed over the last five years with a multitude of different partners, from responsible gambling communities to machine learning experts. Playtech had been testing the BetBuddy analytics throughout the year to test its ability to detect at-risk gambling behaviour. The acquisition marks the end of a successful trial period and this software will now be integrated into the Playtech software.
Speaking about the deal, head of regulatory affairs and compliance at Playtech, Ian Ince, said:
BetBuddy is the leading company in this field and has a team that has focused exclusively on developing an industry-leading Responsible Gambling solution. The strength of the product and the knowledge and experience that the team brings is unparalleled, and we are delighted to have completed this acquisition and to welcome them to the Playtech family.– Ian Ince, Head of regulatory affairs and compliance at Playtech
Unparalleled responsible gambling features
The BetBuddy platform, PowerCrunch, is a next-gen responsible gambling data and behaviour analytics service. The insights gleaned by the platform via machine learning are automatically fed to both operator and player. This allows a provider to spot early signs of problem gambling and intervene accordingly.
Players can receive tailored communications, such as choices of actions, plus further player protection features and tools.
The collaboration between Playtech and BetBuddy has been ongoing since the start of the year. Both rules-based and machine learning models have been tested with the goal of better understanding and spotting at-risk actions earlier.
A partnership between the two was announced back in August, aiming to work collaboratively to achieve these goals. The acquisition shows how much Playtech value the software and a successful test project.
Commenting on the acquisition, Simo Dragicevic, CEO of BetBuddy, said:
We look forward to working with the Playtech Compliance, Business Intelligence, and Game Development teams, in partnership with Playtech’s customers and wider industry stakeholders, to continue to help to raise standards in Responsible Gambling– Simo Dragicevic, BetBuddy CEO