Las Vegas-based Scientific Games Corporation (NASDAQ: SGMS), announced on Friday that its UK gaming arm, SG Gaming, has agreed a seven-year deal with London-headquartered betting and gambling company, Ladbrokes Coral Group (LSE: LCL), that will see it continue to supply terminals, gaming content and services across GVC Holdings-owned Ladbrokes Coral Group’s more than 3,500 UK retail estate.
A significant deal for both companies, the new agreement will see SG Gaming install its Equinox 2.4 terminals, which the company launched in December 2017, across a major part of Ladbrokes Coral’s betting shop estate, with the completion of the initial roll out expected by the end of this year.
The roll out follows the successful 100-shop trial, in which the Equinox terminals proved to be extremely popular among players while demonstrating superior performance.
Chief Executive Officer for SG Gaming UK, Phil Horne, said (pdf) that the deal, which is the largest in the company’s 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.”
Horne explained that the company has a longstanding relationship with Ladbrokes Coral and that its “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.”
SG Gaming said the agreement will see Ladbrokes Coral continue to benefit from its extensive library of in-house content and selected third-party provider titles, service and support and terminals, including the Equinox range.
The company moreover explained that the fresh contract demonstrated its commitment to the UK LBO sector and that it and Ladbrokes both were committed to the UK retail sector long term. Additionally, both companies will maintain their commitment to execute new player protection measures while responsible gambling initiatives will continue to be a focus.
Retail Managing Director for Ladbrokes Coral Group, Mark Chambers, communicated that the company has “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.”
Chambers went on to explain that SG has shown them 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.”