Pragmatic Play partners with Flutter to reshape UK & Ireland live casino market

January 21, 2025

Pragmatic Play partners with Flutter to reshape UK & Ireland live casino market

In a move set to redefine the iGaming landscape, Pragmatic Play, a top content provider in the iGaming industry, recently partnered with Flutter Entertainment to revolutionise the live casino experience. This makes Pragmatic Play the exclusive provider of dedicated live casino tables for Flutter’s UK and Irish brands.

Furthermore, this agreement strengthens Pragmatic Play’s position as a frontrunner in delivering cutting-edge gaming solutions and is poised to set new standards in the iGaming sphere. Flutter is the parent company of iconic brands like Paddy Power, Betfair, and Sky Vegas and will benefit from Pragmatic Play’s extensive portfolio of live casino products. These include classic table games, exhilarating game shows, and Pragmatic Play’s state-of-the-art SmartStudio solution. This enables unique customisation to match each brand’s look and feel.

Executive insights

Irina Cornides, Chief Operating Officer at Pragmatic Play, expressed her enthusiasm, stating, “Pragmatic Play shares with Flutter a commitment to delivering unique and exceptional player experiences, so we are thrilled to become the exclusive supplier of dedicated live casino tables for its popular gaming brands in the UK & Ireland, which includes household names such as Betfair, Paddy Power, and Sky Vegas.”

Roisin Hogan, Commercial Director at Flutter, echoed this sentiment by adding, “Pragmatic Play’s SmartStudio solution aligns perfectly with our strategic focus on delivering great customer experiences through new innovation. We are excited to agree to a deal that will see us collaborate even closer to bring fun new live products and experiences to our players in the UK and Ireland.”

Pragmatic Play dominates with invention

Founded in 2015, Pragmatic Play swiftly became dominant in the iGaming sector.

The company is based in Gibraltar and boasts an expansive portfolio, including popular slot titles like The Dog House, Wolf Gold, and Great Rhino Megaways. Its multi-product solutions span live casinos, virtual sports, and bingo, all designed to emphasise innovation and player engagement. Last month, the company launched its SmartStudio in Brazil, partnering with EstrelaBet to enhance customer experiences and drive engagement.

Pragmatic Play’s dedication to forward-thinking is clear, as it uses pioneering mechanics. Many of its titles highlight the company’s ability to integrate exciting gameplay features. Add immersive soundtracks, high-quality visuals, and dynamic animations, and it’s a winning strategy for every game to deliver an engaging experience.

Elevating live casino experiences

The company’s foray into the live casino market in 2018 set another milestone when it acquired Extreme Live Gaming from Novomatic. They began live streaming in 2019 from a newly built studio in Bucharest, Romania.

Introducing SmartStudio represents a giant leap forward. This technology allows operators like Flutter to customise games to reflect their branding and create a cohesive and immersive player experience. Pragmatic Play’s custom game development helps Flutter serve specific audience demographics better. Moreover, this is good news for Flutter, who recently slashed its 2024 U.S. revenue projections.

This partnership builds on a proven track record of entering and excelling in new markets. Pragmatic Play solidifies its reputation as a trusted supplier by securing licences from central regulatory bodies like the UK Gambling Commission and Malta Gaming Authority. Gaining these licences enhances player trust and market penetration. This positivity comes as The Financial Reporting Council (FRC) recently launched an investigation into KPMG’s audit of Entain plc’s financial statements for the year ending 31 December 2022.

The collaboration with Flutter underscores both parties’ commitment to excellence, signifying a new chapter in the evolution of live casino gaming in the UK and Ireland. By combining Flutter’s extensive market reach with Pragmatic Play’s visionary technologies and expertise, the collaboration promises to deliver exceptional gaming experiences tailored to diverse player preferences.

With a dedication to innovation, quality, and player satisfaction, Pragmatic Play, and Flutter Entertainment are set to reimagine the live casino gaming experience in the UK and Ireland.