Las Vegas-based Scientific Games has signed a seven-year deal to supply products to Ladbrokes Coral Group for the company’s 3,500 betting locations in the United Kingdom through its UK-based subsidiary SG Gaming.
Scientific Games said in a press release that the agreement was SG Gaming’s largest-ever contract and the single biggest gaming supply deal in the licensed betting office sector. The company did not, however, release financial terms of the deal.
SG Gaming will install terminals at Ladbrokes locations with an initial roll out expected to be completed by the end of 2018, the release said.
SG Gaming CEO Phil Horne said the “longstanding relationship with Ladbrokes” reflected a “mutual desire” for a seven-year agreement.
“This deal, which is the largest in our history, comes during one of the most significant years ever for SG Gaming for product innovation,” Horne said in the release.
In another Ladbrokes related story, the firm has launched its first multi-channel advertising campaign ‘Bettors of Britain’, under the guidance of new creative and brand development agency Cravens Newcastle.
The new campaign was timed for the start of World Cup Russia 2018 and stars iconic British actor Brian Blessed.
“Ladbrokes is a big, inclusive brand close to the hearts of all the nation’s bettors and gamers,” said Alexis Zamboglou, marketing director for Ladbrokes. “Our new campaign not only promotes our great range of products, such as Odds Boost and Get A Price but is also a real ‘call to play’ to customers’ existing and new in the homes, pubs and high streets across the land.”
