Playson has strengthened UK presence with Flutter Entertainment partnership
Playson has achieved another significant milestone in the UK’s regulated market by securing a partnership with Flutter Entertainment. This deal will see Playson’s games launched on Paddy Power and Betfair, two of Flutter’s leading brands, via Relax Gaming’s aggregation platform.
Initially, two flagship titles will go live across both platforms. More games are set to follow in the coming months, broadening the gaming options available to players.
The collaboration is not limited to the UK. Plans are underway to expand into other regulated markets, including Spain, Italy, and Brazil. These regions have seen significant growth for Flutter Entertainment over the past year.
For Playson, this deal further solidifies its position in the UK market. The company has already formed key partnerships in the region, including agreements with Rank Group in October and BoyleSports in June, the latter covering both the UK and Peru.
Blanka Homor, Playson’s Sales Director, said: “We are thrilled to partner with Flutter Entertainment’s flagship brands. Their ambitions align perfectly with ours at Playson. We are confident that our top-tier games will enhance the iGaming experience on Paddy Power and Betfair while supporting our global expansion efforts.”
Lithuania has tightened gambling laws to tackle illegal online operations
Lithuania’s Parliament, the Seimas, has passed major amendments to its Gambling and Lottery laws. The new regulations, focused on limiting illegal online gambling, will take effect on 1 May 2025.
Under the updated laws, financial institutions must block payments to unauthorised gambling operators. Banks and payment service providers are now required to monitor transactions closely. Payments must only go to entities approved by the Gambling Supervision Service.
A publicly available list of licensed operators will help financial institutions and players identify authorised companies. This measure also extends to online lotteries. Payment transactions for lottery tickets must align with the licensed entities list to ensure compliance.
Since 2016, Lithuania has blocked access to over 1,600 illegal gambling websites. Despite these efforts, the system for blocking transactions has struggled to deliver full effectiveness. The new framework is designed to address these gaps and create a stronger deterrent against illegal operations.
Authorities believe the changes will significantly reduce participation in unauthorised gambling. By cutting off payments to illegal operators, they aim to dismantle the financial infrastructure supporting these activities.
Illegal online gambling has a considerable financial toll on Lithuania. In 2021, the black market accounted for 15% of the total gambling sector, generating over €18 million. This activity deprived the government of approximately €2 million in tax revenue.
The strengthened laws seek to protect Lithuania’s economy and gambling market integrity. Officials are confident that reducing illegal operations will also boost revenue from licensed operators.
The amendments introduce severe penalties for breaches of the payment blocking rules. First-time offenders face fines between €1,800 and €3,800. Repeat violations can result in fines of up to €6,000.
Yggdrasil has partnered with Aristocrat Interactive for exclusive US and Ontario distribution
Yggdrasil Gaming achieved a significant contract with Aristocrat Interactive, granting the latter exclusive rights to distribute its content in the United States and Ontario.
Under this agreement, Yggdrasil’s game portfolio will integrate into Aristocrat’s Ignite platform. The partnership will introduce popular Yggdrasil titles to operators across North America. These games are set to enhance Aristocrat’s existing content offering, providing operators with greater variety and quality.
Aristocrat Interactive’s Ignite platform offers advanced tools for dynamic pricing and real-time market adjustments. This feature-rich solution ensures operators can adapt swiftly to changing market demands, optimising player engagement and revenue.
Jose Simon, Chief Commercial Officer at Yggdrasil, expressed confidence in the partnership:
“Aristocrat Interactive’s platform gives us everything we need to succeed in this key region. We’re confident our profile will grow significantly in the coming years.”
Ashley Bloor, Director of Partnerships at Aristocrat Interactive, added: “We’re thrilled to welcome Yggdrasil to Ignite. Their engaging and dynamic content will enhance the variety we offer our operators, driving greater value and player engagement.”
This announcement follows Yggdrasil’s recent entry into the Danish market and its partnership with CoinCasino. Both initiatives reflect Yggdrasil’s strategy to expand into key international territories and strengthen its global presence.
