London-listed gaming technology and services provider Playtech is stepping up its responsible gambling focus with the acquisition of BetBuddy.

BetBuddy provides responsible gambling analytics solutions to gaming operators, including state lotteries, and has worked with Playtech since the start of the year to trial technology and methodologies to detect at-risk gambling behaviour.

Playtech announced Friday that it has acquired the business for an undisclosed sum, and will integrate its behavioural identification and modification software into the company's IMS player management system. This will enable Playtech to continue to lead the industry in the delivery of responsible gambling products and services, the company said.

"BetBuddy is the leading company in this field and has a team that has focused exclusively on developing an industry-leading Responsible Gambling solution. The strength of the product and the knowledge and experience that the team brings is unparalleled, and we are delighted to have completed this acquisition and to welcome them to the Playtech family," said Ian Ince, head of regulatory affairs and compliance at Playtech.

"Responsible gambling is a cornerstone in all Playtech’s offerings," Ince added. "This acquisition demonstrates our commitment to producing solutions and games that will enable Playtech and its customers to be the most responsive and responsible businesses in the industry."

Playtech explained that the acquisition will ensure its platform is well placed to navigate the continually evolving global regulatory challenges around responsible gambling in online and retail markets, giving its licensees the opportunity to offer players a safer environment in which to enjoy the company's omni-channel products, features and functionality.

Commenting on the acquisition, BetBuddy chief executive Simo Dragicevic said: "We are thrilled to have agreed terms with Playtech, the leading B2B supplier in the gambling industry.

"We look forward to working with the Playtech compliance, business intelligence, and game development teams, in partnership with Playtech’s customers and wider industry stakeholders, to continue to help to raise standards in responsible gambling."

Shares in Playtech plc. (Co. Data) (LSE:PTEC) were trading up 1.27 per cent at 960.00 pence per share in London Friday morning.

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