Games News

Scientific Games' UK-facing subsidiary SG Gaming has launched 800 self-service betting terminals (SSBTs) for William Hill, as part of a wider roll-out of the machines across the operator's retail estate.

It follows an agreement struck between SG Gaming and William Hill, which sees the supplier become the operator's hardware and service partner to develop bespoke SSBTs for its licensed betting offices in the UK.

As part of this agreement, a further 1,200 terminals will be distributed in the coming months, with SG to also provide support and training for William Hill's staff.

"This is a significant achievement for our business and we are thrilled that it has been undertaken so seamlessly," SG Gaming chief executive Phil Horne commented.

"The rollout was completed to schedule thanks to SG Gaming’s experienced engineering team and sophisticated systems that allow for flexible delivery and installation," he said. "I know that our engineering team has enjoyed working with the William Hill team to create an innovative terminal solution, which combined with our first class operational infrastructure and service offers William Hill a focused retail SSBT solution.

"This partnership highlights everything that is great about the one stop shop service that SG Gaming provides," Horne continued. "From product development to deployment, training and support, SG Gaming has worked closely with William Hill to deliver a complete solution that takes their retail offer to the next level.

"We look forward to continuing to support William Hill on their sports betting strategy and demonstrating the value that SG Gaming and the wider Scientific Games group of companies can bring to their business."

William Hill UK director of UK retail Nicola Frampton said she had been extremely impressed with the speed and efficiency of the large-scale terminal roll-out.

"The SSBT is a key part of our omni-channel strategy, so shop customers can continue to benefit from William Hill's innovations in other areas," she said. “We are deliberately taking a different stance around SSBTs to create a solution that gives our customers a different experience from the rest of the high street.

"A key reason for our decision to partner with SG Gaming was their strong operational infrastructure which we have seen demonstrated throughout this rollout.”

Shares in William Hill plc (Co. Data) (LSE:WMH) closed up 3.12 per cent at 307.80 pence per share in London Wednesday.