Paddy Power gears up for NYX Gaming partnership

23 November 2015

Paddy Power has agreed a deal in principle to integrate digital gaming content via NYX Gaming Group’s Open Gaming System (OGS).

Due to be executed before the end of the year, the deal will allow the bookmaker to offer customers access to various slot and scratch titles from NYX subsidiary NextGen Gaming.

Games set to be made available through the new partnership include ‘Foxin’ Wins’, ‘Jackpot Jester 50,000’ and ‘Merlin’s Millions Superbet’, with additional support from games provided by various third-party suppliers.

“Once executed and delivered, the deal with NYX Gaming Group will allow Paddy Power to leverage a significant number of new casino titles, including the proven NextGen Gaming slots content,” Paddy Power commercial manager Henrik Johansson said.

David Johnson, group commercial director of NYX, added: “Our industry-best distribution network of real-money wagering games and speed to market is certainly one of the main drivers for our operator partners worldwide.”

Meanwhile, a controversial advert from Paddy Power has been officially banned in Ireland after the country’s advertising watchdog ruled it breached regulations.

First launched during the summer, the advert features a number of sports stars that represent Great Britain, despite some of them having been born overseas.

Footballer Raheem Sterling, long-distance runner Mo Farah and English rugby union international Manu Tuilagi were all born outside of Great Britain, while tennis player Andy Murray and English international cricket player Eoin Morgan hail from Scotland and Ireland, respectively.

All five featured on the advert alongside text that read “Immigrants, jump in the back! (but only if you’re good at sport)”, poking fun at the immigrant crisis that was at its peak in the summer.

Paddy Power, known for its tongue-in-cheek advertising campaigns, said that the advert was “edgy, humorous and engaging”, and it did not intend to cause offence.

However, the Advertising Standards Authority for Ireland (ASAI) watchdog ruled that the advert breached regulations, ordering that it must not appear in Ireland again.

The ASAI said: “In this case the committee accepted that while the majority of Paddy Power followers on social media and Twitter would probably be aware of their ‘edgy’ sense of humour, it was nevertheless inappropriate for advertisers to refer to vulnerable groups, in a manner that highlighted their current high profile difficulties, in marketing communications merely to attract attention.”

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