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Luke Davies, Marketing Director at Playtech

Interview with Luke Davis, Marketing Director at Playtech

Luke Davis, Marketing Director at Playtech, discusses the company’s future plans and strategic moves. Since it was founded in 1999, Playtech has grown significantly, adding more products to their portfolio including live casino, bingo, the iPoker network, a comprehensive retail and land-based offering, a rapidly growing sports betting offering and mobile casino.

An Essential Part of the Industry

Today, Playtech has more than 5,000 employees and is one of the world’s leading software suppliers, thanks to its innovative ways of thinking and its unique cross-platform solution, which constantly provides players with cutting edge releases across all platforms via a single login.

What’s more, Playtech slots are famous for their attractive design and lots of opportunities for triggering Free Spins and exciting bonus rounds. We are pretty sure everyone is aware of the fact how important this software provider in the online gaming industry is, which is why we have arranged this interview with Luke Davis, Marketing Director, Playte­ch. ­ ­

As one of the leading software suppliers, you must have big plans for this year. Can you reveal some of the things Playtech will be focusing on in 2017?

As with every year, our plans remain very focused on growing the business both organically and through earnings enhancing M&A, which we have consistently delivered since we were founded 17 years ago.

The last 12 months in particular have been about locking in future growth with a number of high profile launches, signings and renewals, the latter of which has included some of our most significant licensees such as William Hill, Paddy Power, Rank and Betfred. All of these major brands have renewed contracts with Playtech in 2017.

New licensees include Win2day, Maxbet, Sun BingoPokerStars and Betvictor and we have a very strong pipeline of new customers to come.

We are convinced you will roll out new products over the year. What is your key area and, furthermore, what is the one big thing you are really looking forward to?

There is no one big thing as our offering is so diverse and covers every touchpoint in the gaming lifecycle, however we are seeing very strong growth and demand in and for our pioneering omni-channel software and games offering. This comes from both new and existing licensees. Therefore, the market can expect to see further scale within that side of the business.

Sport is a key area for us and, following the acquisition of BGT which is now incorporated into our unified Playtech BGT Sports offering, this presents a significant opportunity to grow this further across Europe and South America in particular.

Since Playtech has been out on a bit of a shopping spree last year, do you have any new potential deals in mind for this year?

Last year was an exceptional 12-month period for Playtech in M&A terms with the business buying some significant, industry-leading companies such as BGT, Quickspin, CFH Holdings, and ECM Systems, that will lead to further opportunities, profitability and business development. Our future activities remain confidential, however, we observe market very closely and expect further M&A later this year.

Speaking of business development, what will be the areas you will be investing more into in 2017?

We invest a significant amount in R&D every year and this will continue in 2017 across all the key verticals and our core omni-channel products including platform development, dedicated licensee development, in-house and branded games content, online, retail, mobile and further work to develop significant omni-channel offerings for operators in regulated markets.

The regulatory environment in Europe is quite challenging at the moment. Are you planning an expansion to any new markets on the continent and, if so, what are the markets you consider instrumental to your business? 

We consider ourselves as leaders in regulated markets and work closely with key stakeholders in new and emerging territories, in order to offer our expertise and to share our knowledge. We have recently been working closely with regulators and operators in the Czech Republic, for example, where one of our major licensees, Fortuna, has recently launched the first regulated online casino offering there.

Having signed the multi-year deal with Warner Bros, Playtech will now cover blockbuster DC movies through DC slots. You have recently announced a new project - an online slot featuring one of the biggest 2016 film flicks - Suicide Squad slot! Can you tell us a little bit more about it?

Suicide Squad (2016) is a great title that we’re very excited to be involved with. We’re currently in the stages of developing it into yet another fantastic Playtech branded game series that will sit alongside our other DC Entertainment branded games including Superman (1978), Superman II (1980) and Man of Steel (2013) that are now live and that are generating excellent results for our licensees thanks to their high levels of engagement, loyalty to the brand and characters and stunning in-game features and bonus rounds.

Thank you Luke for taking the time to answer our questions. We wish you the best of luck and we can’t wait to see more incredible releases from Playtech, in the following period.

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