GVC signs extended 10-year deal with Betfred

The 10-year transformational B2B agreement involves the full migration of Betfred's online business, including all its sportsbook and gaming offering, to the GVC platform on an exclusive basis.

Following a thorough due diligence process, Betfred has chosen GVC to support and drive its online growth in the future. The proprietary GVC platform offers a one-stop-shop online offering, focused on a superior sports betting player journey.

The platform offers a single account, allowing players to access a variety of content choices around sports and gaming, across multiple channels. The GVC backend data driven tools will allow Betfred to segment its players and personalize its offering accordingly.

John Haddock, Chief Executive of Betfred, said: "After an extensive review we are pleased to announce GVC as our new e-gaming platform provider. We were impressed by GVC's proprietary technology platform, together with its scalability and flexible approach to support the continued growth of our online business."

Kenneth Alexander, Chief Executive of GVC, said: "We are delighted to have secured this exciting and important B2B partnership with Betfred, one of the major players in the UK gaming market, so soon after the acquisition of bwin.party. This is a significant deal for GVC and recognizes the strength and inherent value of our proprietary technology."