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Playtech pens responsible gaming deal with Ontario Lottery


iGaming solutions giant Playtech has expanded its relationship with the Ontario Lottery and Gaming Corporation to provide the organisation with its BetBuddy gambling data analytics technology for use on its igaming platform.

BetBuddy, which is fully integrated into the Playtech IMS player management platform, allows users to access player risk insights, set up targeted interactions via the real-time Engagement 360 tools, as well as incentivise safer gambling through gamification and tailored customer journeys.

Playtech, which acquired the BetBuddy business in 2017, has been supplying OLG with a range of solutions since 2014.

“Our partnership, including the use of BetBuddy, will help to keep OLG at the forefront of the industry when it comes to promoting safer play,” Playtech chief operating officer, Shimon Akad, said.

“Playtech’s position as the leading technology specialist in the gaming and betting industry means we have a unique role to play in raising the standards of safer gambling and consumer protection, in order to support a long-term successful and sustainable industry.”

The OLG is currently the operator permitted to offer igaming in the Canadian province of Ontario.

However, its position could be under threat after Ontario’s government in April revealed plans to end the current online gambling monopoly and also legalise single event sports betting in the Canadian province.

In its 2019 provincial budget, the government said that it intends to establish a competitive market for online legal gambling “that will reflect consumer choice while protecting consumers who play on these websites”.