SG Gaming, a division of Scientific Games Corporation, announced that it has completed the rollout of its new Clarity cabinet to the Ladbrokes estate. The Clarity cabinet was installed in all 2,228 licensed betting offices in Ladbrokes’ U.K. estate and is a key element in the Ladbrokes 2014 strategy for maintaining a strong offer within the sector.
Following initial trials of the Clarity cabinet in late 2013, Ladbrokes agreed in October to retain SG Gaming as their sole provider of server-based gaming machines. The agreement extended the longstanding partnership between SG Gaming and Ladbrokes, which began in 2010 and is scheduled to run through 2019.
The product rollout was finished in just 14 weeks. On average, the installation of the new Clarity cabinets took 90 minutes per shop. SG Gaming uses a sophisticated system that allows for flexible delivery and installation dates.
SG Gaming and Ladbrokes also worked in conjunction to deliver bespoke training to shop management and staff, and developed focused promotional plans with staff to aid the implementation of the new terminals.
“The relationship between SG Gaming and Ladbrokes continues to go from strength to strength,” said Phil Horne, group managing director of SG Gaming. “We pride ourselves on our working partnerships with our customers and our operational excellence, in particular, which is why we continue to invest heavily in our infrastructure.
“That investment, in addition to the prospering relationship with Ladbrokes, has ensured a smooth and successful rollout process for the Clarity cabinets. We now look forward to continuing working with Ladbrokes, and building on the mutual success we have had over the past four years.”
John Pettit, commercial director at Ladbrokes, added, “A key part of our strategy for the first half of 2014 was the rollout of more sophisticated and modern gaming machines. We are thrilled therefore that the process has now been completed, allowing us to concentrate on continuing to deliver the best games and the best experience to our customers.”
In a separate release, SG Gaming announced it has signed a four-year contract with Carrigill Bookmakers, a longstanding independent, making SG Gaming Carrigill’s machine provider of choice. SG will supply Infinity and Vision cabinets to all Carrigill shops.
In addition, Carrigill will benefit from SG Gaming’s comprehensive support program for independent bookmakers, which includes marketing support, promotions, best practice guidance, and tailored staff training.
SG Gaming will replace the Storm cabinets supplied by Inspired Gaming, Carrigill’s previous provider. “Following ongoing discussion with Carrigill, it became clear they were attracted to SG Gaming by our strong content offering, overall support package and our ability to help drive cashbox revenue,” said Horne.
