SG Gaming completes Ladbrokes rollout of Clarity terminals


SG Gaming, a division of Scientific Games Corporation (Nasdaq: SGMS), 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’ estate and is a key element in the Ladbrokes 2014 strategy for maintaining a strong offer within the sector. The provision of SG Gaming’s content titles from their in-house content development team is an important part of Ladbrokes’ overall offering.

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 long-standing 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 as a result of seamless coordination between both parties, and the strength of SG Gaming’s operational infrastructure. 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. With significant ongoing investment into cutting edge operational systems and technology, SG Gaming continues to deliver fast installation times for all customers.

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.

Phil Horne, Group Managing Director at SG Gaming, said: “The relationship between SG Gaming and Ladbrokes continues to go from strength-to-strength. 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, said: “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.”

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