Flutter and Pragmatic Play have announced an exclusive agreement that will bolster the position of both companies in the European market. In a statement published by Pragmatic Play on January 20, the leading iGaming content provider revealed that it will now be the exclusive live casino supplier for Flutter Entertainment in the UK and in Ireland.
Additionally, the deal requires Pragmatic Play to supply Flutter brands with table games and custom game show content. This agreement means that Pragmatic Play will be the sole, dedicated supplier of live casino products to Sky Vegas and Paddy Power, among other UK&I-facing brands owned by Flutter.
Irina Cornides, Chief Operating Officer at Pragmatic Play, said this in the official press release:
“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.”
Last December, Pragmatic Play started its Smart Studio solution in Brazil with EstrelaBet. That was the last of a series of partnerships built around the Smart Studio in 2024. Pragmatic Play had also offered the solution to BetPlay, PixBet, and Rizk, among other notable international gambling companies.
Smart Studio caters to live casino games, allowing operators to pick and choose live dealer table games developed by Pragmatic Play in a way that showcases the licensee’s branding. Multiple brands can run the same live casino table while customizing the background, voice-over, and even promotional content.
Through the partnership deal with Flutter, Pragmatic Play will be using its Smart Studio solution to help cut costs and provide customers with unique live dealer games. So, not only will Flutter’s clients enjoy access to quality gaming, but the company also gets to showcase its branding and IP through Pragmatic Play titles.
“Pragmatic Play’s Smart Studio solution aligns perfectly with our strategic focus on delivering great customer experiences through new innovation. We are excited to agree 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,” Roisin Hogan, Commercial Director at Flutter highlighted.
Pragmatic Play and Flutter started doing business together in 2019. The first deal saw Pragmatic Play supply Flutter brands with its award-winning slots. Pragmatic Play added live casino games to the deal a few months ago, supplying its roulette, blackjack, and other options to Paddy Power and Betfair.
Pragmatic Play is famous for its wide variety of slots and bingo. The iGaming content provider is known for making up to eight new slot games per month. On top of that, Pragmatic Play operates a single API through which it delivers its products.
By combining Pragmatic Play’s innovative technology with Flutter’s extensive reach and strong brand presence, the collaboration is poised to set a new standard in live gaming.