Playtech has entered into a partnership with West Virginia University to support the university’s Center for Gaming Research and Development, with a focus on research into player behaviour and responsible gambling within the state’s regulated igaming market.
Under the agreement, Playtech will provide access to its responsible gambling product BetBuddy, an analytics tool designed to identify behavioural markers associated with gambling-related harm. The platform will be used by WVU’s research centre to analyse betting patterns and player data in West Virginia, with the stated aim of improving understanding of problem gambling and informing treatment and prevention strategies.
WVU maintains an exclusive partnership with the West Virginia Lottery Commission, enabling the university to access anonymised player data from licensed operators in the state. Through the integration of BetBuddy’s analytical capabilities, the research centre will be able to conduct further data-driven analysis of igaming and betting activity across multiple verticals.
Playtech began operations in West Virginia in early 2025, entering a jurisdiction that regulates both online and land-based gaming products. The company supplies igaming software and services across several US states and international markets, including tools aimed at supporting compliance and responsible gambling initiatives.
The collaboration with WVU follows other US-facing educational partnerships undertaken by Playtech, including a multi-year arrangement with the University of Nevada, Las Vegas. Financial terms of the West Virginia partnership were not disclosed.
Jonathan Doubilet, US General Manager at Playtech, commented: “We are immensely proud to partner with the WVU Gaming Research Center and contribute our industry-leading responsible gaming tools and expertise to further support the research. Working with WVU to deliver cutting-edge research will ensure West Virginia’s players are better protected and we hope this collaboration will showcase how advanced technology can shape the next era of responsible gambling in the US.”
Brad Humphreys, Ph.D, Director of the Center for Gaming Research and Development, stated: “It’s great to see the industry meaningfully engage with academic leadership. The collaboration between the WVU Gaming Research Center and Playtech is a testament to what’s possible when research, data, and real-world expertise come together. This moment reflects the tremendous effort and vision of our team, whose dedication and rigor have helped make this partnership a reality – and set a new standard for responsible, evidence-based innovation across the industry.”
