PartyGaming signs five-year deal with Danske Spil Group

PartyGaming, the owner of Party Casino, has just signed a five-year deal with the Danske Spil Group, the Danish state lottery. The group is one of the biggest gambling organizations in the whole of Europe, with a turnover of £1.32 billion in 2008 and a customer base of half a million, making the deal a real coup for PartyGaming.

The Danske Spil Group is heavily involved in the gambling sector in Denmark, running the national lottery as well as numerous gaming machines, instant games, and scratchcards. PartyGaming has agreed to provide it with online casino and poker games in Denmark, and the deal should be finalized in the next few weeks. It is the first deal that PartyGaming has made with a state-owned operator.

Last year the government of Denmark partially liberalized the gambling market. The deal is dependent on whether the draft legislation goes through, and if it does then it should become law in 2011. Deals like this could become more common in the near future as Europe gradually moves towards liberalization.

Jim Ryan, the chief of PartyGaming, said that the deal “validates our strategy to become a leading provider of B2B services to both corporates and governments around the world.” HC Madsen, the chief executive of Danske Spil, called PartyGaming “a strong business partner” and promised that “together we will deliver a highly attractive customer experience.”

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