SG Gaming, the Scientific Games subsidiary supplying solutions to the arcade, bingo hall and licensed betting office sector, has agreed a seven-year extension to its supply deal with Ladbrokes Coral.
The deal will see SG Gaming continue to supply its hardware across GVC Holdings-owned Ladbrokes Coral's 3,500-strong shop estate. The supplier says the contract is its largest to date, and claims the deal is the biggest agreed in the licensed betting office (LBO) sector.
It is to continue supplying Ladbrokes Coral with in-house and third-party content, as well as related services, and a range of terminals. The new deal will see SG Gaming install its Equinox 2.4 terminals – the newest machine it offers – across a major part of the betting shop estate, with the roll-out to begin by the end of the year.
This expanded roll-out follows a trial in 100 shops, in which the Equinox terminals proved popular among players, outperforming existing machines.
"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," SG Gaming UK chief executive Phil Horne said.
SG Gaming said the new contract demonstrated its commitment to the UK LBO sector, and that both it and Ladbrokes Coral were committed to the retail sector in the long term. Both companies remained committed to implementing new player protection measures and running responsible gambling initiatives.
"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," said Horne.
"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."
Ladbrokes Coral managing director of retail Mark Chambers added: "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."
Shares in Scientific Games Corporation (NSQ:SGMS) closed up 0.53 per cent at USD$57.40 per share in New York Friday.