NOW SPORTECH CHOOSES OPENBET ONLINE GAMBLING SYSTEM

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NDS subsidiary is on a roll with another important licensee signed up

British group NDS subsidiary Orbis has signed up its third licensee for the OpenBet online gambling system in as many months following an agreement with UK betting group Sportech, which owns and operates Littlewoods Gaming.

The Openbet system is a critical element in an extensive revamp of the pools and gaming service, and Orbis is to deliver a variety of games from its Fixed Odds Games and OpenBet Casino modules inventory, together with the Openbet Marketing module. The OpenBet system will be seamlessly integrated into Sportech's existing third-party pools system.

Sportech aims to rejuvenate its pools and games business to extend their offerings to new audiences, providing an improved customer experience and using new channels of distribution to offer a greater range of games to increased numbers of players.

Orbis' ‘One Account, One Wallet' solution delivers Sportech a clearer view of all its customer data held in one central database, says a company spokesman, facilitating data mining and segmentation for improved marketing services. Via the OpenBet Marketing module, Sportech will be able to operate and manage a new affiliate program, create and monitor marketing campaigns and deliver player promotions, gaining the ability to cross-market seamlessly between different platforms and products, thus reducing player churn and gaining higher customer retention.

Sportech will launch with a package of OpenBet games containing the unique ‘Top Bar' feature that can be customised as required, and includes a scrolling message area, game instructions and rules. Additionally the ‘Bonus Bar' allows players to view progress towards the next bonus.

David Loveday, Managing Director of Orbis, said, "We are very pleased to be involved with Sportech as they expand and reinvent their Littlewoods brands. We believe Orbis is in a position to provide them with a platform for further growth through a combination of proven and flexible back office functionality, along with dynamic and exciting front end games content."

Commenting on the partnership, Ian Penrose, Chief Executive of Sportech, said, "Following a strategic review the company is committed to reinvigorating the football pools and games business by providing an enhanced customer experience, new and advanced channels of distribution and ultimately extending its offering to new audiences. The partnership with Orbis will allow us to give our customers new, dynamic and exciting e-gaming products, as well as enable us to improve our product marketing to existing and new audiences, providing a solid platform for growth."

Other recent orders agreed by Orbis for the OpenBet system have involved the Australian online operation Lasseters Casino and the UK's Skybet Poker.