SG Gaming U.K., a division of Scientific Games Corporation, has extended its contract with major bookmaker Ladbrokes to be the sole provider of server‐based gaming machines to its UK estate of nearly 2,250 shops through March 31, 2019.
Under the terms of the contract, SG Gaming U.K. will be responsible for the supply and service of gaming machines, including the provision of approximately 9,000 of SG Gaming's new and advanced Clarity gaming machines with additional touch screens and improved customer relationship management (CRM) capabilities, which are expected to be installed during the first half of 2014.
"By renewing the contract early, Ladbrokes has demonstrated its commitment to the products and services provided by SG Gaming, including our renowned operational support," said Phil Horne, group managing director of SG Gaming U.K., in a prepared statement. "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."
"Machine performance continues to be crucial to our overall strategy, and our partnership with SG Gaming has been very successful," added Nick Rust, UK and Ireland director at Ladbrokes. "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."