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Playing Partners

Playtech links up with Virgin Games

Playing Partners

Virgin Games, a leading U.K.-based gaming operator, has partnered with international game developer Playtech. The new deal will provide Virgin with Playtech’s EdGE software via Gaming Technology Solutions (GTS), a Playtech-owned company.

With its easily integrated games engine, Playtech’s EdGE software will provide Virgin with a more cost-effective solution to its existing software. Additionally, the platform’s ICE back-office tools will open up a number of performance-enhancing options such as marketing campaign support, report customization and customer support.

“We are looking forward to working with GTS and through the delivery of their platform, we have access to a variety of leading games content from world-class developers,” said Virgin Games’ Warren Elloff. “ICE is a comprehensive management suite, and we are confident that the added level of control we will have over our games content will have a very positive effect on our growth.”

Mor Weizer, Playtech’s CEO, welcomed the gaming operator by saying, “Virgin is setting new benchmarks in terms of their player promotion and marketing activities, and we look forward to a successful partnership in 2010 and beyond.”