Gambling operator William Hill, and its retail division in particular, has initiated the launch of 800 self-service betting terminals provided by Scientific Games’ UK-based subsidiary SG Gaming across its chain of betting shops in the UK.
This initial rollout is said to be part of a larger-scale agreement between the two parties, which states that SG Gaming has been selected as William Hill’s main partner for the supply of terminals and related sports betting hardware.
It has also been announced that 1,200 more SSBT’s will be installed across the gambling operator’s sports betting properties. In addition, SG Gaming will be providing William Hill staff with training on how to handle the new devices.
Commenting on the recently established business relationship, SG Gaming CEO Phil Horne said that it has been a significant achievement for his company to partner with William Hill and that they are all thrilled that it had been undertaken in a seamless manner. Mr. Horne praised SG Gaming’s engineering team for completing the rollout on time and noted that it had worked closely with William Hill to make sure that the operator would be provided with a solution that would take its retail offering to the next level.
William Hill UK Retail Director Nicola Frampton commented that they are all impressed with the speed and efficiency with which the integration of such a great number of SSBT’s has been completed. Ms. Frampton also added that the SSBT technology is an important part of their omni-channel strategy and that they are deliberately approaching this type of offering in a slightly different manner so as to be able to provide their customers with experience that cannot be found in any other high street betting shop.
Of their choice of SG Gaming as a partner, Ms. Frampton said that their strong operational infrastructure was one of the main reasons to reach them and that this strength has been demonstrated throughout the SSBTs rollout.
William Hill currently manages the largest chain of sports betting shops across the UK. However, it will be replaced by Ladbrokes Coral, once the multi-billion-pound merger between fellow operators Ladbrokes and Gala Coral is completed. The deal is expected to be closed any time now.
