Pragmatic Play Inks Two More Content Expansion Deals With bplay and Betsafe

Aug 10, 2023 Artyom Ustinov
A week after joining forces with a LatAm provider, Apuestas Royal, Pragmatic Play has surprised us with two more content distribution expansions, featuring bplay and Betsafe.
Firstly, Pragmatic Play will extend the agreement with its current partner from Argentina, bplay, allowing the leading online casino game supplier to cover more territory. It first teamed up with the popular Argentinian brand in 2021, which was its ticket to enter the Entre Rios, Santa Fe, and Buenos Aires provinces. However, the latest deal will see Pragmatic Play integrating its three verticals (slots, video sports, and live casino) into the bplay’s platform in order to serve the Mendoza audience, as well. This includes award-winning slots like Gates of Olympus™ and Sugar Rush™, as well as other freshly released games. Video sports fans will be able to bet on various games and markets, while those into live casino content can enjoy classics like blackjack and roulette, as well as the developer’s popular game shows.
According to Victor Arias, vice president of LatAm operations at ARRISE, Pragmatic Play has had a wonderful working relationship with bplay in Argentina for a number of years now, so it's great to see this partnership flourish. As bplay’s product manager, Sebastian Puente, has pointed out, Pragmatic Play is well known for the quality of its games, and he’s sure this collaboration will continue in the same manner. On top of that, Pragmatic Play has announced a partnership expansion with Betsafe, an operator belonging to a globally recognised betting and gaming company — Betsson Group. Under this agreement, Betsafe will be granted access to one of Pragmatic’s live games — Spanish-language Roulette Live. The roulette game is famous for its customisable features and state-of-the-art technology, so it will undoubtedly appeal to all types of players. Building on that, Betsson Group will leverage Pragmatic Play’s local influence to expand with Betsafe in Latin America. Pragmatic Play and Betsson Group have enjoyed a long-term partnership, which already produced a collaboration extension earlier this year when the developer supplied its live casino vertical to Betsson’s Swedish casino brand — Jalla Casino. Betsson Group counts over 20 brands worldwide, and Betsafe will be the last one to incorporate Pragmatic Play’s live casino content. Betsafe has been around since 2006 and has gained a lot of popularity since then, predominantly in the Nordics and Eastern Europe. Pragmatic Play’s COO, Irina Cornides, has expressed her excitement about adding value to Betsafe with their bespoke roulette game and helping them conquer a new market. Betsson Group’s representative for Southern Europe and LatAm, Andrea Rossi, shares Cornides’s delight and adds their team can’t wait to see what the future holds for both parties.

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Artyom Ustinov

Artyom is Head of White Label & Turnkey Solutions and has been working in complex B2B/B2C sales, as well as business development and management consulting in iGaming for more than 18 years.

Together with the Key Account Management Team, he has helped over 100 start-ups and experienced gaming companies to launch their projects with SoftGamings.

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