Playtech, a leading online gaming software developer, and bet365 have announced the launch of a branded online casino to complement the established UK betting and gaming group's successful sportsbook operation.

bet365casino is tightly integrated with the Playtech platform, offering players one-time account registration and login, instant-launch flash games and an option to transfer funds across the 2 systems. Existing sportsbook members can login to the casino platform using their current usernames and passwords.

The casino product incorporates a customized software package designed specifically with sportsbook operators and sports fans in mind.

The package includes the brand-new virtual horse racing game Derby Day, 12 new fixed-odds games, and instant-access flash games. It also features the ability to integrate live scores and odds data tickers.

Fixed-odds games feature online interpretations of traditional pub games such as Jackpot Darts and Penalty Shoot-out, old street games like Rock-Paper-Scissors and Heads-or-Tails, as well as popular themes such as Bonus Bowling, Dice Twister, Spin-A-Win and Hi-Lo.

The launch of bet365casino closely follows that of totesportcasino.com, owned by another respected UK sports betting operator. The Tote chose a similar integrated model to make their foray into the online gaming market.

Playtech plans to announce more strategic partnerships with established sportsbook operators in the UK over the coming months as part of its strategy to enlarge its footprint in continental Europe.