Core Gaming goes full circle with Paddy Power Betfair

Core Gaming goes full circle with Paddy Power Betfair

Friday, April 22, 2016 Totally Gaming
Core Gaming goes full circle with Paddy Power Betfair

Around 10 years after striking its first-ever content deal with Paddy Power, Core Gaming has now entered into a similar partnership with Paddy Power Betfair. 

The operator, formed earlier this year through a merger between Paddy Power and Betfair, will take an initial five titles from Core Gaming and integrate them into its various platforms.

‘Scratch 4’, ‘Sky’s the Limit’, ‘Beehive Bedlam’ and ‘3 Card Brag’ are due to go live with Paddy Power Betfair next month. The Core Gaming titles will be offered to customers alongside the operator’s casino, games and sportsbook verticals.

Justin Chamberlain, chief executive of Core Gaming, explains the deal represents a ‘full circle’ for the company, with Paddy Power having been its first customer back in 2006. He added that Core Gaming intends to work with the operator to launch further content later this year.

“Paddy Power was the first customer we sold content to back in 2006 with our historic ‘Reverse Auction’ service,” Chamberlain said. “To have come full circle and now include them in our list of prestigious tier-one UK customers is a fitting milestone for our 10th year in the industry.”

TotallyGaming.com says: “The deal represents how far Core Gaming has come in the space of just 10 years. While the Paddy Power Betfair agreement is a key piece of business for the company, it also has similar deals in place with a host of other major brands such as William Hill, Sky Vegas and Amaya.”

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