UK-listed online gambling firm GVC Holdings has inked a 10-year technology platform deal with privately-held UK betting firm Betfred.

On Monday, GVC announced a “transformational” B2B agreement that will see Betfred migrate its online sportsbook and gaming operations to the GVC platform. The deal includes access to GVC’s backend data, allowing Betfred greater insights into how to market to individual customers.

By signing with GVC, Betfred is bidding farewell to its current platform provider GTECH. Betfred CEO John Haddock said an “extensive review” of the marketplace had convinced his company that GVC’s platform offered the “scalability and flexible approach” needed to ensure continued growth of Betfred’s online operations.

GVC CEO Kenneth Alexander celebrated the “exciting and important” B2B tie-up with “one of the major players in the UK gaming market” so soon after GVC’s completion in February of its Bwin.party acquisition. Betfred joins Czech operator Fortuna and Denmark’s Danske Spil on GVC’s B2B partner list.