eGaming Review April 2013 | Page 14

demonstrates the value of PTTS and the diversity of Playtech’s business offering.” 888POKER A run-down of the year's egaming activity so far partners with Treasure Island in Nevada 888 signed a second online poker deal with Las Vegas casino Treasure Island and will use the Nevada company’s licence to launch its B2C poker brand in the state at the end of June or the beginning of July. Several sources close to the matter told eGR that talks between Treasure Island and the UK listed operator began earlier last year with an initial agreement signed “six months ago”, according to one individual who wishes to remain anonymous. Sources in the US explained that once a number of technicalities and regulatory matters are ?nalised, including a number of infrastructure issues involving the servers being used and the various licences these operate under, that poker liquidity would be shared between 888Poker and Caesars Interactive Entertainment (CIE) poker brand WSOP.com with Treasure Island receiving a revenue share as part of the 888 agreement. 888 declined to comment. Brian Mattingley (pictured), 888 chief executive, said of the deal: “The partnership with Treasure Island, a top tier casino property and operator in Las Vegas, is a further step forwards and another vote of con?dence in our technology and people. We are well positioned to become a market leader in Nevada and other states as they regulate online poker going forward.” PLAYTECH AND PTTS agree ‘landmark’ Ladbrokes deal Playtech announced a long-term licensing deal with Ladbrokes which will see t he operator given access to Playtech’s full technology and software suite. The agreement, set to last a minimum of ?ve years, will also see Lads take on advisory services from PT Turnkey Services (PTTS), the holding company for affiliate business Europartners, which Playtech acquired from majority shareholder Teddy Sagi in 2011 for a nine-?gure sum. As part of the deal, Ladbrokes has also con?rmed the acquisition of privately owned online and offline CRM business The Nation Traffic for £850,000, with the company being renamed Ladbrokes Israel. The news comes less than two weeks after William Hill agreed to pay £424m for Playtech’s 29% stake in William Hill Online, an agreement which allowed the software provider to enter into agreements with the operator’s rivals, such as Ladbrokes. Following the deal, Lads will launch a new ‘Vegas’ tab, offering Playtech’s casino and games suite across online mobile and tablet, with other products such as poker set to follow. Meanwhile PTTS will advise the operator on the best methods for driving digital revenues after the egaming division saw a year-on-year revenue decline of 39% in the operator’s last ?nancial year. In addition to royalties from the software agreement, Playtech will receive a “success fee” dependent on the ability of PTTS to improve Lads’ digital revenues. Ladbrokes CEO Richard Glynn described the agreement as “the next phase of [our] reinvigoration”, noting “[it] will see us work closely with Playtech to increase customer lifetime values through enhanced CRM, an area in which Playtech has a proven track record”. Mor Weizer (pictured), CEO of Playtech, described the agreement as “a landmark transaction for Playtech that clearly Brian Mattingley 888 chief executive 888 reveals US gaming joint venture 888 also entered into a joint venture agreement with investment ?rm Avenue Capital Group to offer a US-facing B2C gaming offering when regulation allows. The newly formed, Delaware-incorporated company, called All American Poker Network (AAPN), will be used to launch 888’s gaming platform and brands into the US market, beginning in Nevada via a deal with Treasure Island. 888 already has an existing B2B agreement with Caesars Interactive Entertainment to supply software for a World Series of Poker-branded website in Nevada, and according to CEO Brian Mattingley, the JV with Avenue Capital now gives it the ?nancial clout to push its B2C product as the rest of the US market opens up. Mattingley said the JV deal was “perfect” for the Gibraltar-licensed operator as it provides the “ideal Mor Weizer CEO of Playtech 14 www.egrmagazine.com