17 January 2025—Pragmatic Play, the leader in the iGaming content market, announced a new strategic partnership with Flutter Entertainment, one of the world's largest gaming and betting operators. This agreement will expand Pragmatic Play’s live casino offering to the UK and Ireland, two of the biggest iGaming markets.
Enhancing The Live Casino Experience
In the deal, Pragmatic Play’s revolutionary live casino products will become part of Flutter Entertainment’s top gaming brands, including Paddy Power and Betfair. Pragmatic Play’s Live Casino suite – featuring immersive gameplay and high-definition production – offers classic offerings like blackjack, baccarat, roulette, and game-show-inspired slots.
With this alliance, the two companies plan to improve players' gaming experience and establish themselves in increasingly competitive markets. This deal is vital for Pragmatic Play, which now consolidates its relationship with one of the most active operators in the space.
Innovation at the Core of The Partnership
Pragmatic Play’s live casino games are a big hit in iGaming because they’re authentic, innovative, and easy to play. Live from a world-class studio featuring expert dealers and high-def graphics, the games have something for all modern players.
The company has also added extras that boost the gaming experience, such as customized table themes, live statistics, and multi-platform compatibility. The obsession with constant innovation and quality of Pragmatic Play reflects Flutter's concern with giving players the best entertainment.
"To be able to collaborate with a global giant like Flutter Entertainment is a testament to the power of our live casino solutions," Irina Cornides, Chief Operating Officer at Pragmatic Play, stated after announcing the partnership. We’re super excited to bring our premium gaming products to Paddy Power and Betfair customers across the UK and Ireland. This is a great deal and an essential step in our growth process".
Strengthening Flutter’s Position in the UK/Ireland Market
This association has the same effect on Flutter Entertainment. With an extensive portfolio of gaming brands, including Paddy Power, Betfair, and Sky Betting & Gaming, Flutter is always looking for ways to grow and provide customers with a great experience.
With Pragmatic Play’s live casino games now included, Flutter once again stands on the leading edge of technology while adapting to the changing demands of its players. When you add Pragmatic Play’s live collection to the mix, Flutter can keep up with the growing demand for quality live gaming in the UK and Ireland.
Conor Grant, CEO of Flutter UK and Ireland, also emphasized the partnership's value: "Pragmatic Play has always been a market leader in delivering the best live casino. As we integrate their games into our systems, we’re adding titles to our catalog and adding even more value for our players. "We can’t wait to see the impact of this partnership."
Live Casino Market Growth
The live casino market has also flourished in the global gaming industry over the past few years due to technological development and players' increasing interest in immersive games. Offering a variety of high-quality live casino games, especially in the UK and Ireland, which is competitively hot among operators, is a real differentiation.
Pragmatic Play’s partnership with Flutter Entertainment capitalizes on this momentum and positions both firms at a competitive advantage. Combined with its growing portfolio and Flutter’s market presence, the partnership is all set for long-term growth in the live casino space.
Meeting Market Demand
As the UK and Ireland’s regulations change, operators are increasingly pressed to provide safe, transparent, and fun gaming experiences. Pragmatic Play’s compliance-focused live casino products perfectly fit this bill. The games are player-friendly and feature safe gaming tools and features. Such attention to compliance and player safety shows Pragmatic Play’s and Flutter Entertainment’s joint commitment to regulatory and ethical compliance.
Future Prospects
This cooperation shows a standard view of iGaming's future. Combining Pragmatic Play's innovative technologies and creative capacity with Flutter Entertainment's operational excellence and market knowledge creates the path for development and invention.
As Pragmatic Play expands worldwide, such partnerships strengthen its position as one of the leading live casino companies. For Flutter Entertainment, introducing exclusive live casino games cements its status as one of the preferred sites for gamblers.
Conclusion
Pragmatic Play’s agreement with Flutter Entertainment is a good move for both organizations to expand live casino offerings in the UK and Ireland. Focusing on innovation, quality, and player satisfaction, the alliance will create unprecedented player experiences while increasing Pragmatic Play's reach into important markets. Pragmatic Play, a market leader in online slot games, continues to set industry standards for excellence. In the upcoming developments of the live casino industry, deals like this will promise a bright future.
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