Ladbrokes will become the UK’s largest operator of self-service betting terminals (SSBTs) after agreeing a multi-year deal which will see Austrian gaming software developer Best Gaming Technology (BGT) supply the company with more than 2,000 terminals.
The bookmaker will introduce new SSBTs in every Ladbrokes shop in the UK, as well as across its retail estate in Ireland and Belgium, having already launched 1,730 terminals over the past twelve months.
The roll-out of BGT’s terminals will mean that by the start of the 2015/16 football season, the operator will have doubled the number of SSBTs in the UK and Ireland, as well as in Belgium.
Ladbrokes has signed a multi-year, multi-territory agreement with BGT, with the supplier's sports betting software to be provided in tablets as well as traditional terminals.
The cabinets themselves will be a refurbished Vision Cabinet, secured as part of last year’s Clarity gaming machine deal with Scientific Games, with the SSBTs to be serviced by Scientific Games.
Ladbrokes and BGT have committed to continuously developing and evolving the software, providing the operator with exclusive updates while providing a framework for the deployment of the technology in other markets.
Ladbrokes’ outgoing chief executive, Richard Glynn, said that SSBTs had proved popular with customers with more than 80 per cent of money wagered via the machines spent on football.
“They have played a major part in our improved football performance with customers enjoying the wide variety of football selections and markets offered,” he explained. “In signing this deal with BGT we are partnering with a trusted supplier and securing a cost effective, efficient and innovative product with the potential for further product development such as tablets and expansion in other territories.”
BGT chief executive Armin Sageder said he was delighted to be working even more closely with Ladbrokes, which he described as a key strategic partner.
“We have been delighted by the adoption of our retail products across [in all territories] their businesses,” Sageder said. “It is a win win deal with both companies growing through deploying additional terminals and launching more innovative products in the lifetime of the contract.”