London-listed gaming technology provider Playtech has launched Elevation, a new dedicated live casino studio developed in partnership with leading operator GVC Holdings.

The studio will launch with GVC’s brands over the next two months offering five blackjack tables and a roulette wheel studio, backed by a major marketing campaign.

“As the parent company behind some of the most iconic brands in online gambling, GVC has been a key partner for us for many years, and we’re delighted to be extending that partnership with the development of Elevation,” said Playtech chief operating officer Shimon Akad.

“We’ve significantly invested in our live casino technology and facilities in recent years, in addition to continually diversifying our content – so in a year when we’ve done more than ever to enhance our product, it seems only fitting to be working with an industry leader to deliver an ever-more innovative live experience.”

GVC chief operating officer Shay Segev commented: “Live casino is one of the major growth areas in the online gambling market, with players looking for a more immersive, entertainment-driven experience. Significant investment has gone into delivering the first stage of the Elevation studio and we’re delighted with the results.

“Playtech’s track record and experience in delivering innovative live casino technology and content is unsurpassed. We’re looking forward to continuing our successful partnership and delivering a world-class player experience.”

The launch of Elevation follows a year of significant progress for Playtech’s live casino team, with Q3 seeing the launch of the first dedicated Roulette table for the Spanish market, as well as new releases such as Quantum Roulette, American Roulette, Heads Up Hold’em, All Bets Blackjack and the revamped Hi-Lo Club.

Shares in Playtech plc (LSE:PTEC) were trading down 2.31 per cent at 397.00 pence per share in London Friday morning, while shares in GVC Holdings plc (LSE:GVC) were trading down 1.43 per cent at 788.60 pence per share.