Playtech launches industry-leading content aggregation technology

Enhanced Playtech Open Platform (POP) launches as next phase of innovation to transform content creation & discovery.


Playtech, the world’s leading omni-channel gaming company, have announced the launch of the enhanced Playtech Open Platform (POP), its new industry-leading content aggregation technology.

The enhanced Playtech Open Platform is integrated with Playtech’s industry leading data driven IMS platform, allowing POP customers to access benefits of the Playtech Engagement Centre. Playtech has also connected the open platform with its new content discovery system Marketplace – ultimately changing the way the industry discovers, configures and accesses gaming content.

POP delivers Playtech’s licensees aggregate content from the leading games developers in the industry on to one single platform, significantly simplifying third-party content aggregation. POP provides operators with access to a growing library of leading industry suppliers, including IGT, Red Tiger and Blueprint.

The launch of POP is the next stage in Playtech’s mission to drive innovation in the gaming industry, changing the way content is created, discovered and distributed by operators. Playtech now offers a broader content aggregation and discovery ecosystem which comprises Marketplace, a platform for content discovery; GPAS, a range of unique content design and development tools for developers; and POP.

Buzz Bingo, which Playtech recently partnered with to provide its full-suite of IMS player management technology, including a new content delivery platform across both Bingo and Casino and access to the Playtech Engagement Centre, is one of a number of operators using POP in the near term.

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Shimon Akad, COO, Playtech, said: “Playtech’s technology continues to serve as the architecture of the betting and gaming industry for operators and content providers. POP will cement Playtech’s status as the platform and technology provider of choice in the industry by bringing unparalleled access and integration capabilities to users. Combined with Marketplace and GPAS, we are looking at the future of content creation & discovery for the industry.”

POP is also integrated with Playtech’s award-winning IMS player management platform, giving operators access to advanced marketing, operational support, advisory and CRM services.

Chris Matthews, CEO, Buzz Bingo, added: “Our partnership with Playtech has the potential to be a game-changer. The new platform takes us to the next level and will allow us to deliver a significantly enhanced player journey across both retail and digital. We’re really excited about what’s ahead as we continue to develop our offer.”

Peter Mares, CTO of Games Innovation Labs, Playtech, added: “Third-party content access and integration has been a headache for operators for a long time. POP will transform the whole experience, and its integration with other technologies will be of great benefit.”

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