Enterprise Inns in the UK has chosen to extend the rollout of digital gaming technology across its pub estate.
A further 250 Enterprise sites will have new, fully networked equipment installed by Games Media, which provides server based gaming to UK pubs.
Games Media has been supplying gaming equipment to Enterprise Inns since 2007 and the new agreement doubles its installed base with the Enterprise estate and takes its total installed base to over 1,500 sites across a range of pub clients.
The pubs will receive a combination of Games Media’s JU!CE digital AWP machine and IND:E II SWP machine, both incorporating the company’s ticket out alternative payment solution.
Andrew Ludlow, managing director of Games Media, said: "Digital is a great way forward for pub retailers that are eager to grow their machine income and offer a more flexible and comprehensive gaming solution for their customers.
Russell Wood, head of retail services at Enterprise Inns, added: "The increase in digital sites is a result of positive revenue performance. Machine income is a key revenue stream for many pubs. The digital platform broadens the customer entertainment offer through a mix of high quality, engaging gaming content and provides a sound base for further development and revenue generation for the pub."
This news comes as sister company Global Draw is awarded a contract to supply approximately 7,600 terminals to Ladbrokes betting shops in the UK, anticipated to commence in early 2011.
The four-year agreement covers the supply of terminals to a minimum of 95 per cent of Ladbrokes 2,170 betting shop estate with the provision of a new cabinet.
As a result of the company’s technology partnership with Videobet, the terminals will operate on the state-of-the-art Videobet platform allowing The Global Draw to offer its customers the latest in technology for greater terminal and back office functionality, including advanced promotional tools and player loyalty at the front end, along with real-time reporting and content management to react quickly to market changes and player behaviour. Videobet will absorb a portion of the capital expenditure and participate in the economics of the contract.
Richard Ames, managing director of Ladbrokes Retail, said: "The betting industry is highly competitive and machines are an increasingly important part of the overall trading mix for betting shops."
Phil Horne, managing director of The Global Draw, added: "We are delighted to have achieved growth on such a scale in our supply of machines to Ladbrokes. We have worked together to build a strong partnership during our initial trials and look forward to working together to deliver continued machine income growth."
