Genting looks beyond Playtech

Genting Alderney has signed a deal to license an online gaming platform from software provider ComTrade, marking an end to its exclusive supply relationship with Playtech.

Peter Nolan, MD of the UK-facing online casino and poker subsidiary of the giant Genting casino and resorts group, said signing on the dotted line with ComTrade had ended its search for a robust, scalable and customisable platform that would meet the egaming needs of the group, both now and in the future. “ComTrade quickly demonstrated that they could offer that and much more”, said Nolan.

The eventual deployment of ComTrade’s open platform will enable Genting to offer games and content from suppliers other than Playtech, which has to date been the exclusive provider to Genting’s online gaming operations.

Genting, the largest land-based casino operator in the UK and the third largest globally, launched its first ever online casino in the UK in June 2008 under the Circus Casino brand, following this up with Genting Casino and Genting Poker as it rebranded its land-based operations.

Genting Alderney said the new platform would also give it a single view and wallet across all products and all channels, including online, mobile and social.

ComTrade’s director of gaming, Aleš Gornjec, said: “Working with a global force such as Genting signifies that our flexible working approach allows operators to take control of their own destiny.”

Genting is understood to be currently weighing up its future with Playtech’s iPoker, after finding itself on the lower tier of the network despite investing in initiatives aimed at raising the profile of the game and bringing in new players, such as the Genting Poker Series. Genting is also the shirt sponsor of English Premier League football club Aston Villa.

Playtech began segregating operators’ players on its iPoker network into two groups based on a network performance scoring mechanism last month, aimed at protecting the operators which feed the most recreational players into the liquidity pool. bet365, Paddy Power, William Hill, Poker 770 and Titan made the top tier following the first monthly assessment in September, with Genting and Betfred among the larger skins cut off from their supposedly fishier player pool.

Article written by Stephen Carter

Casino Choice journalist

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