Playtech and the Jockey Club have entered into a new strategic partnership, centred around the development of cross-product content. 

The five-year deal will see Playtech produce content based on the Jockey Club’s network of racecourses and fixtures, with the firm having secured the rights to develop the features across its casino, live casino, poker, virtual sports and bingo verticals. 

Brokered by Creation i-Gaming and Metrostar, the content will be launched in time for the Cheltenham Festival next month, and will feature an RNG casino game as the latest addition to Playtech’s Sporting Legends offering. 

James Frendo, Casino Director at Playtech, said: “At Playtech, we are committed to developing the most engaging branded content. By partnering with an iconic sporting institution such as The Jockey Club, we are able to create a full range of exceptional and exciting cross-product content. 

“Partnering with globally recognised brands is a key pillar of our branded content strategy as we look to deliver a unique and engaging responsible gambling experience to our customers.”

The agreement follows the announcement that FTSE250 gambling developer Playtech will not be acquired by Australian-listed group Aristocrat, with the former’s shareholders’ vote expected not to meet the required 75% majority needed to approve the merger.

Meanwhile, the deal represents a further expansion of the Jockey Club’s content, covering its 15 racecourses, as the authority looks ahead to the upcoming Cheltenham Festival and Grand National, with large crowds expected at the latter event as it returns to a ‘full-house’ audience capacity following last year’s spactatorless fixture. 

Charlie Boss, Chief Commercial Officer at The Jockey Club, added: “We are delighted to partner with Playtech, whose industry leading software and expertise will help translate the success of our historic brands into the iGaming market for the first time. Playtech also shares our values on putting safer gambling at the heart of their products.”