Paddys embeds casino games into iPad sportsbook app
Operator eyeing cross-sell opportunities during âmajor forthcoming eventsâ in sport with integrated gaming content
Paddy Power has struck a deal with casino content supplier Realistic Games to embed casino games into its native iPad sportsbook app, in what the operator is hailing as an industry first.
The move will allow customers to play side games without switching product or transferring their balance to a separate gaming wallet, removing one of the largest obstacles to effective cross-selling.
Blackjack and roulette games, specifically selected because of their popularity among the traditional sports betting demographic, will now sit alongside a customerâs betslip within the app, allowing them to place stakes on both sporting events and casino games at the same time.
âWe knew that some of those customers are not always keen to migrate between betting and gaming sites and are often put off by having to move their money to other wallets,â Andy Harris, commercial director at Realistic Games, said. âThis solution negates both issues.â
Paddy Power has integrated the products in time for next monthâs Grand National – one of the highlights of the horseracing calendar – and is targetting other major sporting events such as this summerâs FIFA World Cup moving forward.
The operator released its native iPad sports betting app was in January this year, claiming it to be the âfirst ever sports betting app to be designed specifically for the iPadâ, and Paddys CEO Patrick Kennedy said tablet products are âcentralâ to its growth.