SG Gaming, a division of Scientific Games Corporation, announced that it has extended its agreement with JenningsBet, the U.K.-based independent bookmaker. The four-year deal lengthens the 14-year partnership between the two companies through July 2018. As part of the extension, the entire JenningsBet estate will receive SG Gaming’s Infinity terminals.
The move enables JenningsBet to offer customers an enhanced playing experience through the 21.5-inch HD screen on the Infinity product, as well as an upgraded sound system and an interactive video button panel. SG Gaming was the first machine provider to introduce a video button panel into the U.K. Licensed Betting Office sector two years ago.
The ongoing partnership means JenningsBet will continue to offer customers access to content developed by SG Gaming’s in-house development team, as well as new titles from its sister company, WMS Gaming. The SG Connect division of SG Gaming, a field-based services division which provides end-to-end support service, will continue to provide self-service betting terminals to the JenningsBet estate.
“Our partnership with SG Gaming has been important to the growth and success of JenningsBet over the past 14 years,” said Greg Knight, managing director of JenningsBet. “SG Gaming has always been our machine provider of choice—not just because of our longstanding relationship, but also because of their innovative content, popular titles and cabinet selection.”
Phil Horne, group managing director of SG Gaming U.K., added, “JenningsBet has been a partner since 2001, and is the largest independent estate in which we operate our terminals. Our relationship goes all the way back to 2001, which makes them one of our longest-serving customers. I am thrilled that we will continue to work with JenningsBet over the coming years. The partnership has been a success because we have established a terrific mutual understanding, which enables us to deliver first-class content and terminals to the JenningsBet estate.”
Julian Knight, managing director of JenningsBet, said, “SG Gaming’s services have proved vital to our business, in particular the first-class operational support they provide us. Their marketing and promotional support has also been invaluable. I am confident SG Gaming will continue to be the best partner for our business and will help us achieve our targets over the coming years.”
Horne added, “SG Gaming is proud to be a champion of independent Licensed Betting Office operators such as JenningsBet. More than any other provider, we know they value a complete support package to complement the terminals we provide.”
Installation of the Infinity cabinets to the JenningsBet estate is scheduled to be completed by July 2014.
