UK-based gaming software developer and operator Gamesys Group has launched its first UK sportsbook in partnership with SBTech.

Created in partnership with Gamesys’ development teams, Virgin Bet is powered by SBTech, which was selected following a competitive tender process.

“We’re excited to launch Virgin Bet into the world’s most competitive sportsbook market,” said Gamesys Gibraltar marketing director Simon Mizzi. “We believe the Virgin brand has the ability to help change the industry for the better and we look forward to giving our customers the experience we feel they deserve.”

Gamesys first partnered with the Virgin Group back in 2013 to add Virgin Games to its portfolio. Following five successful years working together, Gamesys agreed a long-term trademark license to use the Virgin brand for its first UK sportsbook, Virgin Bet.

“This is a significant announcement and achievement for the business which strengthens our UK presence,” said SBTech CEO Richard Carter. “Gamesys is likely to become one of our largest customers over time and we’re delighted to be working with their management team whom we have long admired.

“Gamesys has put its faith in us due to our proven track record of delivering world-class sportsbook and casino platform solutions. This is testament to our talented team, outstanding product portfolio and the exceptional results we are able to generate for our partners.”