What the deal includes
Playson games are now available on six platforms: Jackpotjoy, Virgin Games, Monopoly Casino, Rainbow Riches Casino, Bally Bet and Double Bubble Bingo. The integration was facilitated by the Relax Gaming aggregation platform. The first titles to launch were three slots from the Hold and Win range: 4 Pots Riches, 4 Supercharged Clovers and Diamonds Power XXL.
Both companies are already discussing expansion into other markets. Spain, Greece and Ontario are at the top of the list.
“Launching across six Bally’s Intralot brands at once is a significant achievement for us. The UK remains a key market, and a partnership with an operator of this scale provides access to a wide audience. We look forward to expanding our collaboration”, said Conor Jenner, Senior Sales Manager at Playson.
Richard Harris, Chief Commercial Officer B2C at Bally’s Intralot, confirmed that the company plans to develop its relationship with Playson beyond the UK.
Who are Bally’s Intralot?
The merged company was formed in October 2025. Greek firm Intralot acquired Bally’s international interactive business for €2.7 billion. The deal comprised €1.53 billion in cash and €1.14 billion in Intralot shares. Following the first reporting period as a single entity, annual revenue stood at €520.6 million (£449.8 million). The combined company’s projected total revenue is around €1.1 billion per year, with an EBITDA margin exceeding 39%.
Bally’s Intralot’s brand portfolio covers online casinos and betting, as well as lottery operations. The company operates in the European and North American markets. In March 2026, there was a change in leadership within the organisation. Lottery President Nikos Nikolakopoulos stepped down from his role, and his duties were taken over by COO Chrysostomos Sfatos.
A challenging time for the UK market
The launch of the partnership coincided with an increase in the UK’s Remote Gaming Duty from 21% to 40%, which came into effect on 1 April 2026. The rise in the tax burden is putting further pressure on licensed operators and making the quality of their content portfolio one of the key tools for retaining players. At the same time, Bally’s Intralot is actively expanding its content pool. Shortly before the deal with Playson, the company also signed agreements with Ezugi (Evolution) and Incentive Games. Expanding the library across several areas simultaneously appears to be a deliberate strategy in the face of intensifying competition in the UK market.
