Supplier News
UK – Ladbrokes resigns SG as VLT provider
By Phil - 28 October 2013
British bookmaker Ladbrokes will roll out over 9,000 new ‘Clarity’ gaming machines from SG Gaming to its UK betting shops ahead of next year’s World Cup following the renewal of its supply contract with SG Gaming.
SG Gaming, a division of Scientific Games Corporation, signed a long term supply contract with Ladbrokes in August 2010 with the partnership securing strong growth, taking Ladbrokes to a leading position in machines performance. In line with Ladbrokes’ commitment to offering the best machines experience to its customers the company has worked with SG Gaming to develop a new advanced cabinet with additional touch screens and improved CRM capabilities as well as the ability to offer customers the best games from SG Gaming, as well as exclusive titles from third party providers.
The contract allows for the flexibility to introduce new technologies as they develop in future – taking advantage of a new modular design. The new ‘Clarity’ gaming machines are already being tested in a number of shops and will be supplied to Ladbrokes with exclusive terms. The machines will operate on Playtech’s Videobet platform as a result of SG Gaming’s exclusive partnership with Videobet, and will build on Ladbrokes online partnership with Playtech.
The new contract which expires in 2019 provides the opportunity for another five years of partnership between SG Gaming and Ladbrokes.
Nick Rust, Ladbrokes Director, UK and Ireland said: “The partnership between Ladbrokes and SG Gaming has delivered the best games and the best experience to customers, enabling us to grow machine revenues over the last three years. This new agreement marks the next phase of our partnership and will ensure Ladbrokes stays at the forefront of the competitive gaming machine marketplace. Machine performance continues to be crucial to our overall strategy, and our partnership with SG Gaming has been very successful. SG Gaming has delivered fantastic games to our customers, enabling us to grow machine revenues over the last three years. This new agreement marks the next phase of our partnership to help ensure Ladbrokes stays at the forefront of the gaming machine marketplace.”
Phil Horne, group managing director of SG Gaming said: “By renewing the contract early, Ladbrokes has demonstrated its commitment to the products and services provided by SG Gaming, including our renowned operational support. Since partnering with Ladbrokes in 2010, SG Gaming’s innovative content and Vision cabinet have helped drive Ladbrokes’ gaming machine revenue to new levels. 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. We both wanted to ensure Ladbrokes continue to drive machine revenues and therefore have renewed our contract early and will be supplying new cabinets that have been designed in partnership with Ladbrokes. We look forward to both parties working closely together to ensure the potential of the new cabinet and platform capabilities are maximised.”
The new contract strengthens the existing partnership between Ladbrokes and SG Gaming which extends to agreements covering gaming machine supply, service and maintenance; self-service betting terminal service and maintenance, online content with its interactive division and field based technology services for shops through SG Connect.
