Playtech has agreed a new partnership with West Virginia University’s Center for Gaming Research and Development.

The collaboration will leverage Playtech’s flagship responsible gambling product BetBuddy, enabling WVU to deliver advanced analysis into the betting habits of players in West Virginia, as well as aim to improve the identification, understanding, and treatment of problem gambling and related harmful behaviour.

WVU’s existing exclusive partnership with the state’s regulatory body, the West Virginia Lottery Commission, enables the university’s research center to gain an insight into player data and betting patterns, while BetBuddy will provide WVU with the ability to analyse that information before making educated, data-driven conclusions.

“We are immensely proud to partner with the WVU Gaming Research Center and contribute our industry-leading responsible gaming tools and expertise to further support the research,” said Jonathan Doubilet, US general manager at Playtech. “Working with WVU to deliver cutting-edge research will ensure West Virginia’s players are better protected and we hope this collaboration will showcase how advanced technology can shape the next era of responsible gambling in the US.”

Brad Humphreys, director of the WVU’s Center for Gaming Research and Development, commented: “It’s great to see the industry meaningfully engage with academic leadership. The collaboration between the WVU Gaming Research Center and Playtech is a testament to what’s possible when research, data, and real-world expertise come together. 

“This moment reflects the tremendous effort and vision of our team, whose dedication and rigor have helped make this partnership a reality – and set a new standard for responsible, evidence-based innovation across the industry.”

The partnership further reinforces Playtech’s commitment to creating a safer gaming environment for players across the US and builds on its success with other US-facing educational initiatives, including the University of Las Vegas, Nevada (UNLV).

Playtech has been operating in the Mountain State since early 2025.

Shares in Playtech plc (LSE:PTEC) were trading 0.29 per cent lower at 347.50 pence per share in London Tuesday morning.