Supplier News

UK – SG Gaming signs deal with Eden Bookmakers

By Phil - 18 November 2015

Scientific Games has signed a four-year agreement with Eden Bookmakers (Eden), a long-standing independent bookmaker with eight shops across the Home Counties.

Under the new agreement, SG Gaming becomes Eden’s sole machine provider, replacing Eden’s previous machine supplier. The rollout will start in November and see the installation of HD Infinity terminals across all Eden shops.

The new partnership gives Eden access to a new content suite, including popular titles such as Rainbow Riches and Key Bet Roulette. Eden will also have access to licensed content and titles from the Barcrest, WMS and Bally gaming brands.

Eden will also benefit from SG Gaming’s unrivalled bespoke support programme, developed exclusively for independent customers. The package includes customised training for all Eden staff to help them fully utilise the new platform functionality and to master the new operational procedures.

The new package includes a range of tools made available via the Videobet server-based gaming platform, including sophisticated and adaptable promotional functionality. SG Gaming will support Eden with a fully developed promotional support plan for launch, as well as continued support by utilising the yield management tools.

Phil Horne, Group Managing Director of SG Gaming UK, said: “We are delighted Eden Bookmakers has signed an agreement with SG Gaming. We look forward to building a successful partnership and demonstrating how SG Gaming can benefit their business. Eden’s choice to switch to SG Gaming is yet more proof that the quality of our offering to the independents sector sets us apart from the competition. We understand that independent operators need a wide-ranging package from their provider that supports all aspects of their business. We give our customers industry-leading terminals, content and support, all tailored to meet their specific needs and ultimately help grow their cash box.”

Chris Eden, Partner at Eden Bookmakers, said: “SG Gaming has demonstrated their strong backing of the independent licensed betting office sector and we believe they have the strongest support package of any supplier on the market today.

“We chose SG Gaming as our new machine supplier because of the strength of their offer and its ability to help us to grow our cash box. The bespoke package, in addition to the Infinity terminal and SG Gaming’s leading content, included services such as marketing support and staff training, backed by an excellent operational support team. As an independent bookmaker, these are deciding factors when choosing a machine supplier. We are excited to work with SG Gaming and the product, content and support tools they offer, which we believe will give our shops the edge over the competition.”