Paddy Power Betfair Integrates SG Digital Platform

UK’s betting titan, Paddy Power Betfair, is making a crucial step on the road towards expanding their offering across regulated markets of Europe, as well as the domestic scene. They have confirmed the g of a content deal with SG Digital whose Open Gaming System (OGS) aggregation platform they will be integrating.

The bespoke platform will be implemented in Paddy’s systems, first in the UK, Ireland and Italy, followed by other regions. SG Digital’s in-house games cater for an impressive portfolio of over 2,000 titles that make their appearance on OGS platform…

…Beside which, multitude of 3rd party providers’ content is also prominently featured and will create a new gaming staple for the company.

Broadening of Cooperation

This January marks a one-year anniversary of SG’s acquisition of OGS, obtained from NYX Gaming Group for $631 million – that’s thy the provider feels this integration is an appropriate milestone and a way to celebrate the thriving partnership with Paddy Power that lasts for years now.

This enhancement of their collaboration comes after the UK-brand has begun utilizing OGS platform in New Jersey’s iGaming market, that was having quite a successful year.

PPB is not the only operator that has seen numerous OGS’ benefits…

…Since the purchase of the platform, SG Digital has successfully delivered it to Svenska Spel, Kindred Group and Hard Rock Hotel in New Jersey.

Comments SG’s Senior Vice President, Dylan Slaney:

“We’re thrilled to have delivered our OGS service to long-standing partner Paddy Power Betfair for its Irish and Italian operations. They are an established operator with a sizeable offering and the decision to integrate OGS for its key regulated markets is further endorsement of the scalability and quality of our gaming product portfolio.”

New Year, New Team

As the old year was about to come to a closure, SG Digital has made some significant personnel changes at the high levels of hierarchy.

Former vice president of corporate development Jordan Levin was promoted to the role of Chief Executive Officer, replacing Matt Davey. Levin was the pivotal figure behind company’s acquisition of NYX, making him the Executive Vice President of the new subsidiary.

More appointments followed

Pat McHugh was promoted to Executive Vice President and Group Chief Executive from his previous role of Senior Vice President of global lottery systems. New Chairman is Jim Kennedy, former Group CEO of SG Lottery.

Meanwhile, Paddy Power Betfair hopes to bounce back this year, after a hefty fine of £2.2 million issued to them by UK Gambling Commission. They were penalized for failures in protecting vulnerable consumers with whom they did not properly interact. They were also found guilty of not adhering to anti-money laundering mechanisms.

Source:

“Paddy Power Betfair UK adds SG Digital’s Open iGaming System”, igamingbusiness.com, January 16, 2019.