BetGames has teamed up with Bet365 to reinforce its UK profile and boost the operator’s games library, with live roulette leading the rollout. What could the deal mean for both parties in light of Bet365 receiving a prestigious accolade?
BetGames is stepping up its presence in the UK by partnering with Bet365 Casino to bring its live casino content to its UK-based gambling community, initially focusing on the supplier’s live roulette portfolio.
Hot on the heels of the partnership announcement, Bet365 was named the UK’s Best Casino App in Eilers & Krejcik Gaming’s 1H26 Product Analysis Testing.
There is plenty to unpack, as both developments place Bet365’s casino offering firmly in the spotlight.
For BetGames, the new deal with Bet365 offers another chance to expand its footprint in one of the world’s most competitive regulated gambling markets.
The first stage of the rollout will focus on BetGames’ live roulette tables, adding real-time casino gameplay to Bet365’s existing repertoire.
Live roulette combines the familiar rules of the traditional table game with a live environment, giving players a more interactive feel than traditional online roulette. The company says its content is designed to bring some of the atmosphere of a casino floor to online players.
The supplier already has a presence across regulated markets, with the UK playing an integral role in its international strategy. Meanwhile, the partnership adds another supplier to the operator’s already extensive casino and live casino portfolio.
The deal could give BetGames considerably greater visibility among UK players.
Bet365 has decades of experience in the iGaming industry, giving the operator time to refine its services and expand its offering across international markets.
This is particularly relevant to BetGames because the company positions its live casino offering as a way of bridging the gap between sports punters and casino players.
Denis Siz, Account Team Manager at BetGames, described the agreement glowingly, adding:
“This deal marks a major milestone in the BetGames journey. Bet365 is a household name in the global gaming industry, and the partnership will significantly enhance our brand's visibility in the UK. We are confident that our content will resonate with Bet365’s players, and we look forward to expanding the rollout with additional titles over the coming months.”
After the partnership announcement, news emerged that Bet365 was named the UK’s Best Casino App in Eilers & Krejcik Gaming’s 1H26 Product Analysis Testing.
The recognition highlights the platform’s positive user experience, its extensive range of gaming options, and its dedication to industry innovation. Its mobile casino app features a broad selection of slots, live dealer tables, exclusive titles and seamless navigation, reinforcing Bet365’s position in the competitive UK market.
This honour also adds considerable weight to the company’s recent ‘We Know Betting’ brand evolution, which puts its industry expertise and understanding of customers front and centre.
Bet365 Global Chief Marketing Officer Alex Sefton commented on the triumph, saying:
“Being named the UK’s best casino app is a tremendous honour and a testament to the hard work of our teams across the board. Backed by unrivalled industry expertise and a true understanding of what makes a phenomenal gaming experience, this award is just the start as we continue to demonstrate that ‘We Know Betting’.”
The campaign, developed with creative agency Drummond Central, seeks to show how Bet365’s experience informs a product built around its customers.
Drummond Central Creative Director Kevin Lynn said the award, alongside the latest advert, helped demonstrate that understanding customer needs was about more than simply making the claim.
One of the challenges operators face is finding quality casino games and experiences that expand their offering while maintaining the service levels their customers expect.
The BetGames partnership gives Bet365 access to additional live casino content, allowing it to broaden its selection while building on its existing offering.
A spokesperson for the operator commented:
“We strive to deliver Bet365 customers the best possible iGaming experience by integrating high-quality content from the industry's leading suppliers.”
The partnership looks set to be a win-win for both sides.
BetGames gains access to a major UK audience, while Bet365 Casino adds another live casino supplier and more content for its players in the wake of being recognised as a top-tier real money casino with its award; with further titles expected to join the rollout, this could mark the start of a much broader BetGames presence on the Bet365 platform.
Ready to explore online gambling in the UK? OnlineCasinoReports brings you the latest news updates on exciting industry partnerships and awards, pointing you towards approved online casinos and sports betting operators.
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