London-listed gaming supplier Playtech has launched an enhanced content aggregation solution for its licensees through Playtech Open Platform (POP).

The launch of POP is the next stage in Playtech’s mission to drive innovation in the industry by changing the way content is created, discovered and distributed.

The enhanced platform is integrated with Playtech’s data-driven IMS platform and connected to the supplier’s new Marketplace content discovery system. This provides licensees with aggregated content from leading game developers on one single platform, including the likes of IGT, Red Tiger Gaming and Blueprint Gaming.

Playtech now offers a broader content aggregation and discovery ecosystem which comprises POP, Marketplace and GPAS, a range of unique content design and development tools for developers.

“Playtech’s technology continues to serve as the architecture of the betting and gaming industry for operators and content providers,” said Playtech chief operating officer Shimon Akad. “POP will cement Playtech’s status as the platform and technology provider of choice in the industry by bringing unparalleled access and integration capabilities to users.

“Combined with Marketplace and GPAS, we are looking at the future of content creation and discovery for the industry.”

Newly re-launched bingo operator Buzz Bingo has become one of Playtech’s first licensees to utilise POP.

“Our partnership with Playtech has the potential to be a game-changer,” said Buzz Bingo CEO Chris Matthews. “The new platform takes us to the next level and will allow us to deliver a significantly enhanced player journey across both retail and digital. We’re really excited about what’s ahead as we continue to develop our offer.”

Peter Mares, chief technology officer at Playtech’s Games Innovation Labs, added: “Third-party content access and integration has been a headache for operators for a long time. POP will transform the whole experience, and its integration with other technologies will be of great benefit.”

Shares in Playtech plc (LSE:PTEC) were trading down 1.49 per cent at 409.90 pence per share in London Wednesday morning.