SG Gaming, the UK-based division of Scientific Games Corporation, has signed an extension to its deal with Ladbrokes to continue as the sole provider of server-based gaming machines to the UK bookmaker’s estate of 2,250 betting shops.

Ladbrokes will roll out over 9,000 new ‘Clarity’ gaming machines to its betting shops ahead of next year’s World Cup following the renewal of its supply contract with SG Gaming.

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.

“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. “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.”

The new deal runs until March 31st 2019, with SG Gaming providing advanced Clarity gaming machines with additional touch screens and improved customer relationship management (CRM) capabilities.

The machines are expected to be installed during the first half of 2014 and includes the ability to offer customers the best games from SG Gaming, as well as exclusive titles from third party providers.

Ladbrokes’ UK and Ireland director Nick Rust said that machine performance continued to be crucial to the company’s overall strategy.

“SG Gaming has delivered fantastic games to our customers, enabling us to grow machine revenues over the last three years,” said Rust. “This new agreement marks the next phase of our partnership to help ensure Ladbrokes stays at the forefront of the gaming machine marketplace.”

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.

SG Gaming has been a partner of Ladbrokes since 2010.

Shares in Ladbrokes plc (Co. Data) (LSE:LAD) are up marginally in trading in London this morning at 187.90 pence per share, whiles shares in Scientific Games Corporation (Co. Data) (NASDAQ:SGMS) closed yesterday at $18.90 per share.

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