Betfair completes multi-channel Realistic deal

Betfair has agreed a deal with Realistic Games for a range of new multi-channel gaming content as the operator looks to boost recent growth on the vertical.

The agreement will see eight games feature on Betfair Arcade, including roulette, blackjack and the Super Graphics Upside Down slot, as well as giving the operator access to the Realistic’s latest titles.

Betfair CEO Breon Corcoran picked out gaming as a core growth area during June’s full year results, which saw revenues from the vertical increase 34% to £88m.

The addition of the Realistic games comes following 200 new games launched by Betfair during FY2014-15, while the firm has also scaled its dedicated cross-sell team for a more concerted push into casino during the next 12 months.

The growth of the firm’s fixed-odds sportsbook versus its core exchange along with a shift in marketing focus towards more casual punters, has been a driver for a 100% increase in cross-sell into gaming during the last financial year and the firm believes there is still plenty of more upside on the vertical.

Corcoran stressed during its full year results in June that the firm was working hard to “appeal to a broader part of the market”, while Paul Leyland, a partner at Regulus Partners, told eGaming Review that Betfair could become a “major player in gaming” going forward.