Pragmatic Play Strengthens UK Presence with 32Red Online Slots Launch


Online casino games provider Pragmatic Play is set to take its proprietary and third-party online slots live with 32Red in a move that will significantly strengthen its footprint in the UK digital gambling market.

As part of a recent deal between Pragmatic Play and 32Red, the operator’s UK player base will soon gain access to the supplier’s robust and ever-growing portfolio of slots, including hit titles The Hand of Midas, Book of Tut, and book of Kingdoms, among others.

32Red is a UK-facing online gambling brand that is part of the larger Kindred Group. Kindred acquired the operation in 2017 to complement its portfolio of different iGaming and online sports betting brands that are available across multiple regulated markets.

The content supply deal between Pragmatic Play and 32Red represents further expansion of the provider’s existing partnership with the operation’s parent company.

Earlier this year, Pragmatic Play announced that it has strengthened its long-term business relationship with Kindred and that this recent move would see the content creator and supplier launch a dedicated Live Casino environment for the gambling group’s flagship Unibet brand.

The studio will feature a number of branded live dealer tables such as Roulette and Blackjack and would incorporate 4K streaming technology. Pragmatic Play’s Live Casino content will be broadcast for Unibet’s players directly from the former’s studio in Bucharest.

Delighted to Further Cement UK Foothold

Commenting on their latest important partnership, Pragmatic Play VP of Commercial Strategy and Operations Bhotesh Maheshwari said that 32Red is a key player in the UK iGaming space and that they are delighted to be teaming up with the brand.

Mr. Maheshwari went on to say that their portfolio delivers a wide selection of cutting-edge products designed for players of all tastes and that they are looking forward to seeing where this new relationship takes them.

32Red Commercial Operations Manager Adam Newnham said that they are extremely excited to add Pragmatic Play’s immersive online casino content and launch it for their players as they continue to expand their offering.

Mr. Newnham went on to say that they expect the supplier’s content to go down a treat with our audience and look forward to a successful collaboration moving forward.”

This is the latest in a series of major content supply deals announced by Pragmatic Play lately. Last week, the company revealed that its slots and Live Casino products would go live with Kaizen Gaming’s Betano and Stoiximan brands across multiple markets.

The provider has also recently partnered with Betway, Novibet, GGPoker, and White Hat Gaming, among others.

As for 32Red, it has recently strengthened its online casino games portfolio with content from Aussie studio Lightning Box.

Source: PRAGMATIC PLAY ANNOUNCES LONG-TERM PARTNERSHIP WITH 32RED, Pragmatic Play Newsroom, May 17, 2021