Pragmatic Play Secures Exclusive Live Casino Deal

Pragmatic Play Secures Exclusive Live Casino Deal

Pragmatic Play

Rated 97.15/100%

473 Casinos
670 Games | 33 Live Games

All Casinos

Number of games

670

Country

Malta

Founded

2015

• Live Games
• Slots
• Tournaments

Pragmatic Play and Flutter Entertainment have reached an agreement that establishes the content provider as the exclusive supplier of live casino tables for Flutter's brands in the UK and Ireland. This move strengthens the existing relationship between the two companies and signals a notable shift in how live casino content will be delivered to players in these regions.

The partnership ensures that Pragmatic Play will supply its live casino portfolio to key brands under the Flutter umbrella, including Paddy Power, Betfair, and Sky Vegas. This agreement covers more than table games and game shows—it extends to delivering custom live casino tables and integrating Pragmatic Play's proprietary Smart Studio solution.

The Smart Studio tool allows operators to customize the appearance of games to match their branding. Flutter's use of this system will provide a unified and tailored experience across its brands, reinforcing player engagement through consistent visuals and branding.

Additionally, Pragmatic Play will develop games specifically for Flutter's platforms, leveraging the operator's intellectual property to produce content that aligns with the preferences of its user base. This deal aspect highlights an increasing focus on creating unique offerings that differentiate platforms.

This agreement's exclusivity is significant for both companies. Pragmatic Play secures a prominent position in two mature gambling markets and demonstrates its ability to deliver value through tailored solutions. Flutter's partnership adds depth to its product offering, supporting its strategy to maintain relevance in a dynamic and competitive space.

While this deal has clear benefits, it also introduces complexities. Developing bespoke content requires a significant investment of resources and collaboration between the provider and the operator. The need for customization and rapid delivery must be carefully managed to ensure that the rollout aligns with market demands and player expectations.

Exclusivity can also intensify market competition, particularly for smaller operators unable to access similar resources or partnerships. Flutter's significant market share in the UK and Ireland means that competitors will need to explore alternative ways to maintain their standing in these markets.

Despite these challenges, the potential benefits are substantial. Flutter can solidify its presence as a leader in live casino offerings, while Pragmatic Play strengthens its reputation as a versatile content provider capable of meeting complex operational needs.

Pragmatic Play and Flutter's agreement is a calculated step combining technological innovation with strategic market positioning. As both companies look to deepen their influence in the UK and Ireland, this partnership underscores the role of collaboration in shaping the future of the iGaming sector.

For players, the deal means greater access to live casino games that align with the branding and offerings they already recognize. For the industry, it sets a precedent for how exclusivity and customization can drive differentiation in regulated and competitive environments.