Playtech Secures Move Into Mexican Land-Based Market
By Jon Young
International software designer and developer Playtech has announced that its fully owned land-based subsidiary, Videobet, has entered into a long-term licensing contract with leading Mexican casino operator, Entretenimiento De Mexico, (EMex).

Under the terms of the three-year contract, EMex will add Videobet’s revolutionary server based gaming product to its existing and future gaming estates. In addition, EMex will be leveraging its land-based presence and the cross selling opportunities offered through other Playtech group products by offering online casino and mobile gaming to the entire Latin American market – a first for a Mexican casino group.

EMex is the single largest video-slot casino operator in the Mexican market with 12 gaming halls, in excess of 4,000 machines and 180,000 registered players.

Videobet successfully launched its product, which features a suite of 45 games, in August 2006.

“This deal is the first significant step for our land-based offering, opening up a whole new market whilst complimenting and further strengthening our existing portfolio” said Avigur Zmora, CEO of Playtech. “This product provides a great opportunity for land based casino operators to diversify their offering and increase customer loyalty by cross selling to online and mobile products.”

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