Poll: Will Playtech's new growth strategy pay off?
International supplier's CEO Mor Weizer says teaming up with media companies is central to company's growth plans
Last week Playtech chief executive Mor Weizer outlined his company’s three-pronged growth strategy with the software supplier’s desire to build its growing portfolio of media partners one of the trio of drivers.
Within Playtech’s H2 results disclosure on Thursday, the company announced it had signed a deal with a major Italian media brand for which it will supply its online sportsbook and casino platforms.
The Italy-facing deal comes just a couple of months after Playtech revealed it had won the contract to supply UK publishing giant Trinity Mirror with its Virtue Fusion bingo product after edging out incumbent Dragonfish.
Speaking to eGaming Review, Weizer said the two media deals would be a sign of things to come.
“I will say broadly the Trinity Mirror and Italian media brand [deals] are not one-offs. This is part of our strategy and definitely something that’s in line with what we’ve communicated,” Weizer said.
Playtech isn’t the only company to see potential in the media industry. Among others, GTECH and FSB Technology supply a sportsbook platform for Spanish newspaper Marca and UK newspaper the Guardian respectively while Gamesys has a long-term bingo deal in place with the Sun newspaper in the UK.
According to Weizer, media companies have the potential to deliver a greater upside compared to traditional gaming operators, particularly during a period of increased regulation and tighter margins.
In addition, publications hold the capability to market their gaming products at little or no cost through a multiplicity of channels to their often substantial customer bases.
However, media companies launching and promoting gaming products is not without problems. Last month it was revealed Guardian readers were against the promotion of gambling products through its titles, prompting the newspaper to review its partnership with FSB.
With this in mind, in this week’s poll eGaming Review asks whether Playtech’s renewed focus on media brand partners will pay off? Have you say on the right-hand side of the page.