Ladbrokes Extends SG Gaming Partnership for In-Store Terminals

Ladbrokes, one of the biggest names in gaming in the UK and beyond, has announced that it will be launching more than 9,000 new gaming terminals in their high street stores in preparation for next year’s World Cup, thanks to an extension of their existing partnership with SG Gaming.

Ladbrokes StoreSG Gaming initially signed a supply contract with Ladbrokes in 2010 which preceded the gaming company becoming the premier terminal operation performer on the UK high street. As the cabinets grew in popularity, both companies began to devote even more resources to ensuring that the Ladbrokes line-up continued to ride the crest of the wave, with innovations in touch screen and improved customer relationship management technology being just two of the successful developments.

The new cabinets are known as Clarity machines and are already being trialled at Ladbrokes establishments around the country. Of particular note for online players is that the cabinets make use of the Videobet platform, which is one of the flagship land based products of Playtech and ensures that the newly signed partnership between Ladbrokes and Playtech becomes even stronger immediately.

That’s not all that this news means to online players that use the Ladbrokes brand. While SG Gaming may be best known for the supply and maintenance of the land based cabinets, their interactive division is also going to be working even more closely with Ladbrokes Online. We have already noted how Ladbrokes has been signing up partners left, right and centre for its online content, and with SG added to the list, they may well become home to the most diverse range of online casino games around, making them definitely one for all players to keep an eye on.

Speaking about the extended partnership, Nick Rust, Ladbrokes UK & Ireland Director, commented: “The partnership between Ladbrokes and SG Gaming has delivered the best games and the best experience to customers, enabling us to grow machine revenues over the last three years. This new agreement marks the next phase of our partnership and will ensure that Ladbrokes stays at the forefront of the competitive gaming machine marketplace.”

Phil Horne, Managing Director at SG Gaming Group, also commented, saying: “We both wanted to ensure that Ladbrokes continue to drive machine revenues and therefore we have renewed our contract early and will be supplying new cabinets that have been designed in partnership with Ladbrokes. We look forward to both parties working closely together to ensure that the potential of the new cabinet and platform capabilities are maximised.”

Ladbrokes’s online gaming and betting platform currently boasts over a million users and, as noted, looks set to become an even bigger player in the online casino gaming space. If you’d like to become part of one of the fastest growing casino experiences around, be sure to check out our Ladbrokes Casino review right here at Mr Gamez for everything that you need in order to get up and running.