SG Gaming and Ladbrokes Coral Group ink landmark 7-year Thing

Las Vegas-based Scientific Games Corporation (NASDAQ: SGMS), declared on Friday that its UK gaming arm, SG Gambling , has agreed a seven-year deal with London-headquartered betting and gaming firm, Ladbrokes Coral Group (LSE: LCL), that will see it continue to provide terminals, gaming content and services across GVC Holdings-possessed Ladbrokes Coral Group’s more than 3,500 UK retail property.

A substantial deal for both companies, the new arrangement will see SG Gaming set up its Equinox 2.4 terminals, which the company launched in December 2017, along with a big part of Ladbrokes Coral’s betting shop estate, with the completion of the first roll out expected at the end of the year.

The roster follows the successful 100-shop trial, in which the Equinox terminals were shown to be extremely popular with players while still demonstrating superior performance.

Chief Executive Officer for SG Gambling UK, Phil Horne, said (pdf) the deal, that’s the biggest in the company’s history, “stems during one of the most crucial years ever for SG Gambling for product innovation as we have continued to work with our clients to develop and launch our greatest, most advanced and most exciting new product range to date, making an offer which may help our clients adapt with confidence into the changing gaming atmosphere.

Horne clarified that the organization has a longstanding relationship with Ladbrokes Coral and its “ongoing commitment to both the LBO industry and their personal business needs is reflected in our mutual desire to work collectively on a bigger scale to the next seven years.

SG Gambling said the arrangement will see Ladbrokes Coral continue to profit from its extensive library of in-house content and chosen third-party provider titles, service and support and terminals, for example, Equinox range.

The company also clarified the fresh contract demonstrated its commitment to the UK LBO industry which it and Ladbrokes both were dedicated into the UK retail industry long term. Additionally, both firms will maintain their commitment to execute brand new player protection measures while responsible gaming initiatives will continue to be a focus.

Retail Managing Director for Ladbrokes Coral Group, Mark Chambers, communicated the firm has “worked closely with the team in Ladbrokes Coral to provide them with an advanced gaming merchandise that we believe will complement and increase their overall retail supply, and we’re very excited about working with them on the next phase of the successful venture.

Chambers went on to explain that SG has shown it is “a forward-thinking supplier, not only with its impressive new goods and investment in the industry but also with its continuing focus on driving the management and implementation of player safety measures across the industry. We look forward to continuing to work with them as we build on this venture.