The contract, signed with BGT (Best Gaming Technology) will mean that at least one terminal will be in every Ladbrokes shop in the UK as well as available in Ireland and Belgium.
The additional machines will mean that by the start of the 2015 football season, Ladbrokes will have doubled the number of SSBTs in the UK and Ireland and significantly increased its SSBT footprint in Belgium. The deal will make Ladbrokes the UK’s biggest provider of SSBTs and follows the successful delivery of 1,730 SSBTs in the UK estate over the last twelve months.
Announcing the deal, Ladbrokes Chief Executive, Richard Glynn said:
“SSBTs have proved popular with customers, particularly for football bettors, with over 80% of staking being on football and much of it incremental. They have played a major part in our improved football performance with customers enjoying the wide variety of football selections and markets offered.
“In signing this deal with BGT we are partnering with a trusted supplier and securing a cost effective, efficient and innovative product with the potential for further product development such as tablets and expansion in other territories.”
Commenting on the deal, BGT Chief Executive, Armin Sageder said:
“BGT is delighted to be working even more closely with Ladbrokes who we see as a key strategic partner going forwards. We have been delighted by the adoption of our retail products across [in all territories] their businesses. It is a win win deal with both companies growing through deploying additional terminals and launching more innovative products in the lifetime of the contract.”
The contract is a multi- year, multi territory agreement across the UK, Ireland and Belgium territories for BGT sports betting software and will enable BGT software to be provided in tablets as well as traditional terminals.