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Pragmatic Play Secures Exclusive Live Casino Deal

Pragmatic Play has solidified a significant partnership with Flutter Entertainment. Under this agreement, Pragmatic Play will become the exclusive supplier of dedicated live casino tables for Flutter's UK and Irish-facing brands. This collaboration marks a notable expansion of the two industry leaders' existing relationship.
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Christian McDeen | Caesar of Lands of Betting and Live Casino

Updated: Jan 20, 2025

Pragmatic Play Secures Exclusive Live Casino Deal

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Pragmatic Play

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457 Casinos
643 Games | 33 Live Games

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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.

Wazdan Expands in the UKThe 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.

collaborationWhile 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.

Live Casino DealerDespite 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.

Latest Hits by Pragmatic Play

Take a look at these 10 recently released slot games by Pragmatic Play

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Big Bass Boxing Bonus Round by Pragmatic Play
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Lucky Phoenix by Fat Panda Studios
USA95.71/100%
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Eye of Spartacus by Pragmatic Play
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Big Bass Rock and Roll by Pragmatic Play
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Mahjong Wins Super Scatter by Pragmatic Play
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Mahjong Wins Super Scatter

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Majestic Express Gold Run by Pragmatic Play
USA95.70/100%
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Majestic Express Gold Run

No star
29 plays
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Lucky Tiger 1000 by Fat Panda Studios
USA95.70/100%
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96.5
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Lucky Tiger 1000

No star
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Gates of Hades by Pragmatic Play
USA95.70/100%
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No star
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