Exceptional Player Experiences
Pragmatic Play is set to become the exclusive provider of dedicated live casino games to Flutter Entertainment brands in the UK and Ireland. The deal will see branded tables from the company appear across Flutter’s UK brands, including Paddy Power, Sky Vegas, and Betfair.
The Pragmatic Play catalogue of live casino games includes traditional games hosted by real-time dealers like Blackjack, Roulette, and Baccarat. There are also enhanced versions of these traditional games, such as Blackjack X and Mega Roulette. Flutter platforms will also be able to host gameshow-style games from Pragmatic Play, such as Mega Wheel, Vegas Ball Bonanza, and Snakes & Ladders Live.
Irina Cornides, the Chief Operating Officer at Pragmatic Play, said she was thrilled to become an exclusive supplier for household gaming brands. She said the fact that the two brands share “a commitment to delivering unique and exceptional player experiences” was an important factor.
There is growing demand for live dealer games and this exclusive partnership will position Flutter brands so they can capitalise on the increasing trend of interactive games with the possibility of social interaction. Live casino games from the Swedish game developer work on both mobile and desktop casinos.
Customised Content
Flutter will also benefit from Smart Solution, a B2B service Pragmatic Play provides. The service focuses on helping casino platforms create and host customised content. It will allow Flutter to customise the look and feel of games so they fit in with a brand style. Smart Solution users can also adapt content to suit regional preferences. Pragmatic Play has recently granted Smart Solution access to EstrelaBet, an online casino and sportsbook provider in the Latin American market.
The Commercial Director at Flutter, Roisin Hogan, is particularly excited about the Smart Solution service, saying it aligns with Flutter’s aim to provide exceptional customer experiences through innovative solutions. She added that it will allow Flutter to deliver “fun new live products and experiences to our players in the UK and Ireland”.
Flutter will also receive bespoke games made by Pragmatic Play for different types of specific audiences.
This deal also allows Pragmatic Play to solidify their position as a key player in the online casino industry. The company is celebrating 10 years of service in 2025 and it appears they will not be going away any time soon. This move is part of a wider and currently ongoing growth strategy that sees the slot developers remain focused on expanding their reach across the globe.
