Playtech’s Well Well Well live casino game lands at Ladbrokes
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Playtech recently partnered with Ladbrokes UK, which is owned and operated by Entain. The software developer’s Well Well Well live casino product will now be available on the iGaming operator’s platform in the United Kingdom. The casino game was designed by one of Playtech’s software studios in Riga, from where the game will be live-streamed.
Apart from the live game being introduced to the online casino site, Playtech will also add more features to Ladbrokes’ gambling platform. Users will get to enjoy a seamless gaming experience as the software developer’s optimised UX feature is designed to improve the gameplay.
Through this deal, Playtech is also going to add the Rainbow Rewards feature at Ladbrokes. It will now include three bonus rounds which are set to improve the gaming experience. The three bonus features include Magic Reels, Rainbow Pays, and Buckets of Gold.
On the new partnership, Kebin Kilminster, Playtech’s head of live casino innovation, had this to say:
“We are honoured that Entain – Ladbrokes UK chose Playtech to build this bespoke Live Game Show, we always strive to deliver bespoke games to support our partners in delivering games which support their business strategies. When you combine gameplay and the presentation perspective with the talented Playtech Live studio production team, you are looking at the best studio experience in the business.”
The partnership also received a thumbs up from Adam J. Lahouiri, Entain’s live casino commercial/product manager, who said that the company was thrilled to deliver one of its best in-house slots exclusively to Ladbrokes. He also stated that Entain had worked closely with Playtech and CR Games, its slots’ provider, since 2021 to make the deal come into reality.
This partnership is just a continuation of the 2019 agreement between the two iGaming companies. Playtech signed a long-term contract to become an important online casino product and service supplier to GVC – now known as Entain. The partnership is set to run until 2025, and it includes all of Entain’s new and existing markets.