Gambling tech outfit Playtech has inked a new long-term agreement with UK-listed gambling operator GVC Holdings PLC, which will see Playtech supply its services and products to all GVC brands, both in existing and new markets, for the next six years.

The new deal, announced on Wednesday, expands the scope and duration of the current partnership between the two companies. Under the deal, Playtech’s products and services will be integrated onto the GVC platform for delivery to the GVC’s U.S.-facing joint venture with MGM, ROAR Digital. This means that GVC’s brands, many of them for the first time, will have access to Playtech’s suite of content and products.

Playtech BGT Sports will also continue to supply GVC’s Ladbrokes Coral unit with software for its self-service betting terminals located in Great Britain, Ireland and Belgium. GVC CEO Kenneth Alexander said, “The added flexibility around migration of technology platforms enables us to accelerate the integration of Ladbrokes Coral.”

The new tie-up with GVC demonstrates Playtech’s emphasis on “growing its relationship with existing clients by expanding into new geographies and/or additional products.” Playtech recently signed a multi-year extension with News UK to operate Sun Bingo for up to 15 years.