GVC Holdings has signed a 10-year B2B licensing deal with Betfred which is considered to be one of the UK’s leading sports book operators.

Betfred will migrate its sportsbook and gaming offerings onto the GVC Holdings platform on an exclusive basis.

The platform offers a single account which allows player to access a variety of content choices around sports and gaming, across multiple channels which will allow Betfred to segment players and personalise its offering accordingly.

John Haddock, chief executive of Betfred, said: “After an extensive review we are pleased to announce GVC as our new e-gaming platform provider.

“We were impressed by GVC’s proprietary technology platform, together with its scalability and flexible approach to support the continued growth of our online business.”

In recent months, many gambling operators are investing in their online offerings.

Crispin Nieboer has been recently appointed by William Hill as the company’s permanent head of online and has set three goals for the online business: improvement of the product offering, customer acquisition and improvement of player yields and growing the business internationally.

Moody’s recent report said that despite the pressure from the tax growth and regulation, online gaming markets are the most likely source of gambling firms growth over the news few years.

According to Moody’s, online gaming markets are expected to grow by 2018 to approximately €42.8bn, up from €36.9bn in 2014.

Kenneth Alexander, chief executive of GVC, said of the agreement with Betfred: “We are delighted to have secured this exciting and important B2B partnership with Betfred, one of the major players in the UK gaming market, so soon after the acquisition of bwin.party. This is a significant deal for GVC and recognises the strength and inherent value of our proprietary technology.”