SG Gaming and Ladbrokes Coral Sign 7 Year Gaming Supply Deal
The UK branch of Scientific Games, SG Gaming recently announced that it has signed a seven year agreement with Ladbrokes Coral Gaming, one of UK's biggest gaming companies. The deal will require SG gaming to provide gaming content, equipment and services to Ladbrokes Coral Gaming. This is a massive deal for SG Gaming as it will have to provide these products and services to over 3,500 Ladbrokes shops all across the UK.
The deal mainly concerns the use of the Equinox 2.4 Terminals developed by Scientific Games. These are brand new terminals which were launched into the market in December 2017. Equinox terminals are modular in design and is the latest generation in gaming terminals. Players will also appreciate the addition of the privacy mode in these terminals, which will allow for private gameplay on a 15-inch V-deck button panel. The plan is to fully implement these new terminals by the end of 2018.
The decision to sign on with SG Gaming was done after the initial rollout of these terminals in 100 Ladbrokes shops. The customer response was so overwhelmingly positive that Ladbrokes Coral was quite willing to sign the seven-year deal.
In a statement, Phil Horne, Chief Executive Officer for SG Gaming UK, 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
Ladbrokes Customers To Benefit From Partnership
Horne is very optimistic about the partnership since the two companies have worked together before. According to him, their upcoming seven-year partnership will reflect this excellent working relationship. It is not just the Equinox terminals that will benefit Ladbrokes, but also the wide range of gaming products that SG Gaming can bring to the table.
This deal also reinforces the two companies' commitment to bringing the best possible gaming experience to their customers. The UK Licensed Betting Office (LBO) market is a large one and Ladbroke's presence in it is significant. With the new terminals and gaming products from SG Gaming, the company will have a lot more to offer to their customer base.
Mark Chambers, the Retail Managing Director of the Ladbrokes Group is also looking at implementing effective player protection measures in all their terminals.
Kate GondaAuthor
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