UK betting and gaming operator Betfred has signed a ten-year deal for GVC Holdings to serve as its technical platform provider.

Betfred said that it selected GVC after an extensive review, adding that the new platform will enable it to speed up its international expansion plans.

GVC's proprietary platform, which it took control of through the acquisition of bwin.party, provides a single player account, allowing users to play across different verticals and multiple channels using a single wallet, while its data-driven backend will allow Betfred to segment players and personalise its offering.

The partnership with Betfred, which operates a retail estate of around 1,400 shops in addition to its online offering, demonstrates the strength of the proprietary technology, GVC said.

“GVC continues to see opportunities to drive revenues from its proprietary technology and will continue to utilise its market leading offering,” the company said.

“After an extensive review we are pleased to announce GVC as our new e-gaming platform provider,” commented Betfred chief executive John Haddock. “We were impressed by GVC's proprietary technology platform, together with its scalability and flexible approach to support the continued growth of our online business.”

GVC CEO Kenny Alexander said he was delighted to have secured an “exciting and important B2B partnership” with one of the major players in the UK market so soon after the acquisition of bwin.party.

“This is a significant deal for GVC and recognises the strength and inherent value of our proprietary technology,” he added.

Shares in GVC Holdings plc (Co.Data) (LSE:GVC) were trading up 3.36 per cent on the news in London early Monday at 572.13 pence per share.

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