Pragmatic Play becomes exclusive dedicated tables supplier for Flutter's UK and Ireland brands

Pragmatic Play has struck an exclusive agreement with Flutter to supply dedicated live casino tables to the operator’s UK and Irish-facing brands, the companies announced on 20 January 2025.

Under the deal, Pragmatic Play will provide dedicated live content alongside its wider live casino catalogue to Flutter brands including Paddy Power, Betfair and Sky Vegas.

Smart Studio and bespoke content

As part of the partnership, Pragmatic Play will roll out its Smart Studio solution across the Flutter portfolio. The technology allows operators to customise the visual branding of network game titles to align with their own identity.

The supplier will also develop bespoke games designed around specific player audiences, drawing on Flutter’s existing intellectual property to create original content for the operator’s brands.

Executive comment

Irina Cornides, chief operating officer at Pragmatic Play, said the company shared Flutter’s focus on delivering strong player experiences and was pleased to become the exclusive supplier of dedicated live tables for its UK and Ireland brands.

Roisin Hogan, commercial director at Flutter, said the Smart Studio solution matched the operator’s strategic aim of improving customer experience through innovation, adding that the agreement would deepen collaboration between the two firms on new live products for players in the UK and Ireland.

Pragmatic Play is headquartered in Gibraltar and supplies slots, live casino, bingo, virtual sports and sportsbook content to operators in regulated markets worldwide.