Supplier News
UK – SG Gaming signs momentous Ladbrokes Coral deal
By Lewis - 15 June 2018
SG Gaming has signed a landmark seven-year agreement with Ladbrokes Coral Group in the UK to continue to supply its cutting-edge terminals, innovative content and industry renowned service.
The agreement is a significant one for both companies and will see SG Gaming continue to supply its industry leading hardware solutions across Ladbrokes Coral retail estate of over 3,500 shops – cementing it as SG Gaming’s largest contract to date, and the single biggest gaming supply deal in the LBO sector.
Ladbrokes Coral will continue to benefit from SG Gaming’s extensive library of innovative in-house content and titles from SG Gaming’s selected third party providers, market leading service and support, as well as state-of-the-art terminals, including the Equinox range which provides an entertaining and enhanced player experience.
As part of the agreement SG Gaming will install Equinox 2.4 terminals across a significant part of the Ladbrokes Coral estate, with the initial roll out expected to be completed by the end of 2018. This follows the successful trial of the Equinox terminal, the newest member of SG Gaming’s product line, across 100 Ladbrokes Coral sites through 2018, in which the terminals demonstrated superior performance and player experience. Modular in design, SG Gaming’s next-generation terminals also feature ‘Privacy Mode’ – a unique industry innovation which provides discrete gameplay on the fully interactive new 15.6” V-Deck+ button panel.
The agreement demonstrates the commitment to and investment in the UK LBO sector by SG Gaming and shows that both SG Gaming and Ladbrokes Coral remain focused on delivering a strong future in UK retail gaming. The ongoing commitment to implement player protection measures and responsible gambling initiatives will also continue to remain a focus for both businesses.
CEO of SG Gaming UK, Phil Horne, said, “This deal – which is the largest in our history – comes during one of the most significant years ever for SG Gaming for product innovation as we have continued to work with our customers to develop and launch our biggest, most innovative and most exciting new product range to date, creating an offer that can help our customers adapt with confidence to the changing gaming environment. We have a longstanding relationship with Ladbrokes Coral, and our ongoing commitment to both the LBO sector and their individual business needs is reflected in our mutual desire to work together on a larger scale for the next seven years”.
“We have worked closely with the team at Ladbrokes Coral to provide them with an innovative gaming product that we believe will complement and enhance their overall retail offer, and we are very excited about working with them on the next stage of this successful partnership”.
Mark Chambers, Retail Managing Director at Ladbrokes Coral Group said, “SG Gaming has shown us that it is a forward-thinking supplier, not only with its impressive new products and investment in the sector but also with its continued focus on driving the direction and implementation of player protection measures across the industry. We look forward to continuing to work with them as we build on this partnership”.
