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UK – SG completes roll-out of Self-Service Betting Terminals with William Hill

By - 10 October 2016

Scientific Games has announced that its UK division, SG Gaming, has completed a rollout of 800 Self-Service Betting Terminals (SSBTs) across the William Hill estate in the UK.

Installation of the new terminals began in March 2016 and was completed in three months.

The roll-out follows an agreement reached last year for SG Gaming to become William Hill’s strategic hardware and service partner in the development of William Hill’s bespoke SSBTs for its UK licensed betting offices.

The proprietary SSBT is a pivotal part of William Hill’s omni-channel strategy to benefit UK customers who use both online and retail channels. SG Gaming are fully supporting the William Hill team with integration, solution delivery and product support to champion an end-to-end approach to hardware supply and provision.
Alongside the terminal rollout, SG Gaming provided dedicated hardware training to William Hill shop staff in venues from London to Edinburgh. The training ensures staff are able to take full advantage of the terminal’s functionality.

The next stage of the partnership will see an additional 1,200 SSBTs rolled out across the William Hill estate from August 2016 – taking the total number of SG Gaming SSBTs to 2,000.

Phil Horne, Chief Executive Officer of SG Gaming, said: “This is a significant achievement for our business and we are thrilled that it has been undertaken so seamlessly. The rollout was completed to schedule thanks to SG Gaming’s experienced engineering team and sophisticated systems that allow for flexible delivery and installation.

“I know that our engineering team has enjoyed working with the William Hill team to create an innovative terminal solution, which combined with our first class operational infrastructure and service offers William Hill a focused retail SSBT solution.

“This partnership highlights everything that is great about the one stop shop service that SG Gaming provides. From product development to deployment, training and support, SG Gaming has worked closely with William Hill to deliver a complete solution that takes their retail offer to the next level. We look forward to continuing to support William Hill on their sports betting strategy and demonstrating the value that SG Gaming and the wider Scientific Games group of companies can bring to their business.”

Nicola Frampton, William Hill’s Director, UK Retail, said: “We are extremely impressed with the speed and efficiency of this large-scale terminal rollout. The SSBT is a key part of our omni-channel strategy, so shop customers can continue to benefit from William Hill’s innovations in other areas. We are deliberately taking a different stance around SSBTs to create a solution that gives our customers a different experience from the rest of the high street. A key reason for our decision to partner with SG Gaming was their strong operational infrastructure which we have seen demonstrated throughout this rollout.”

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