Bwin.party expands casino portfolio with IGT deal
Operator continues with strategy to integrate third-party games through international agreement with supplier
Bwin.party has signed a deal with software supplier International Game Technology (IGT) as it continues with efforts to expand its third-party games portfolio.
The agreement, which will see the operator integrate a host of IGT’s best performing games, has been made on an international basis with bwin.party to launch the content in New Jersey, throughout regulated Europe, and also via its dot.com sites.
The deal gives bwin.party access to the entire IGT online and mobile games library, which is more than 100 titles, and will be rolling the content out over the coming months.
The tie-up forms part of bwin.party’s strategy to branch out into third-party games after CEO Norbert Teufelberger recently revealed the operator was looking to move away from offering proprietary-only content.
“We have actually made a decision that we are not doing everything ourselves anymore, but we are opening ourselves up to integrate third-party content, especially on the casino side,” Teufelberger said.
In April the operator signed a similar deal with Williams Interactive.
According to IGT, the deal with bwin.win presented the supplier with the perfect opportunity to increase its exposure in regulated markets.
“This agreement with bwin.party is a key milestone in our journey across regulated markets “ it significantly extends the presence of IGT games in key markets around the world,” Leigh Nissim, IGT commercial director of interactive, said.
The content deal is the second in as many months for bwin.party after the operator signed an extension to its bingo deal with 888 B2B division Dragonfish in May.
Bwin.party recently ended its verbal spat with activist investor Jason Ader after operator agreed to appoint former IGT board member, and Ader nominee, Daniel Silvers to its board of directors.