UK bookmaker Ladbrokes has extended its server-based gaming machine contract with SG Gaming to 2019.
The deal will see SG Gaming continue to be responsible for the supply and service of gaming machines to the company’s UK estate of 2,250 LBOs. This will include the provision of approximately 9,000 of SG Gaming’s Clarity gaming machines with additional touchscreens and improved CRM capabilities. These are to be installed during the first half of next year.
By renewing the contract, Ladbrokes has demonstrated its commitment to the products offered by SG Gaming, said Phil Horne, group managing director at the UK-based Scientific Games subsidiary.
“Since partnering with Ladbrokes in 2010, SG Gaming's innovative content and Vision cabinet have helped drive Ladbrokes' gaming machine revenue to new levels,” he said. “We've built a strong relationship with their team and look forward to continuing to help Ladbrokes grow revenue.
“We're providing an innovative new gaming machine developed exclusively for Ladbrokes, along with leading-edge content and the highest standards of service and support in order to give their players the best possible experience."
Nick Rust, UK and Ireland director at Ladbrokes, described machine performance as “crucial” to the company’s overall strategy, noting that the partnership with SG Gaming has been “very successful.”
