Scientific Games awarded major Ladbrokes Coral deal

In a 7-year deal which it claims in a company statement is “momentous,” gambling technology provider Scientific Games has clinched the Ladbrokes Coral retail betting contract, reportedly the  largest single UK Licensed Betting Office gaming supply deal yet.

The agreement will see SG continue to supply its terminals, content and service to the UK gambling group’s retail operations, which cover over 3,500 betting shops.

As part of the agreement SG Gaming will install Equinox 2.4 terminals across a significant part of the Ladbrokes Coral estate, with the initial roll out expected to be completed by the end of 2018.

This follows the successful trial of the Equinox terminal, the newest member of SG Gaming’s product line, across 100 Ladbrokes Coral sites through 2018, in which the terminals demonstrated superior performance and player experience.

CEO of SG Gaming UK, Phil Horne, said Friday, “This deal – which is the largest in our 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.

“We have 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”.

Mark Chambers, retail managing director at Ladbrokes Coral Group said, “SG Gaming has shown us 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.”

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