GVC Holdings signs 10-year deal with Betfred

The 10-year B2B agreement involves the full migration of Betfred's online business, including all its sportsbook and gaming offering, to the GVC platform on an exclusive basis.

The platform offers a single account, allowing players to access a variety of content choices around sports and gaming, across multiple channels. The GVC backend data driven tools will allow Betfred to segment its players and personalise its offering accordingly.

GVC chief executive Kenneth Alexander said: “"We are delighted to have secured this exciting and important B2B partnership with Betfred, one of the major players in the UK gaming market, so soon after the acquisition of bwin.party.

This is a significant deal for GVC and recognises the strength and inherent value of our proprietary technology."

At 0840 BST, GVC shares were up 2.8% to 569p.