Playtech enters Georgian and Armenian betting markets through partnership with Adjarabet

Playtech embarked on a strategic journey into the Georgian and Armenian betting markets, marking a significant milestone in its ongoing pursuit of market expansion. The collaboration with Adjarabet, a formidable operator in the region, exemplifies Playtech's commitment to delivering superior gaming experiences across diverse territories.

Expanding on an established collaboration, this venture further extends Playtech's ongoing partnership with Flutter Entertainment, which acquired a controlling stake in Adjarabet in 2019. This alliance spans multiple platforms and regions, encompassing prominent names such as Betfair, Paddy Power, Pokerstars, Skybet, Fanduel, and now, Adjarabet.

Renowned as the premier online gaming operator in Georgia and boasting a robust presence in Armenia, Adjarabet's diverse portfolio encompasses poker, casino games, sports betting, and the renowned Betfair Exchange. The synergy between Playtech and Adjarabet marks a surge in popularity of Live Casino, a dynamic vertical that stands as one of Playtech's fastest-growing verticals.

Shimon Akad, COO at Playtech, said, "Our collaboration with Adjarabet signifies our commitment to pioneering operations in emerging markets. We believe this trend will only accelerate - and we look forward to expanding even further globally."

Avto Oboladze, Head of Online Casino at Adjarabet, said, "The strategic partnership with Playtech cements our standing as a leading gambling operator in the region. The integration of Playtech's content into Adjarabet presents an exhilarating dimension for our valued customers, setting the stage for the partnership's evolution."

This collaboration transcends gaming content; Playtech and Adjarabet are devoted to enhancing responsible gambling protocols, ensuring their customers' utmost safety, engagement, and entertainment. This endeavour follows Playtech's recent research project in the Netherlands, which focused on tailoring industry tools to individual player preferences, risk profiles, and behavioural patterns.