The market leader among the retail bookmakers in the UK – Ladbrokes – announced that it has managed to reach an agreement with Best Gaming Technology. The deal is related to the supply of more than 2,000 additional self-service betting terminals located all over the world.
The terms of the contract were not unveiled.
According to Ladbrokes’ press release, the agreement is a multi-year one. The company shared in its official announcement that its partner Best Gaming Technology is to take care of providing at least one self-service betting terminal in each of the shops of Ladbrokes on the territory of its home market. The same applies to the markets of Belgium and Ireland, where Ladbrokes is also the current leader in retail bookmaking operations.
The total number of the company’s specialized betting shops in the UK, Belgium, Ireland and Spain amounts to no less than 2,700.
The Commercial Director of Ladbrokes Mr. John Pettit commented on the company’s deal and explained that self-service betting terminals are part of the bookmaker’s larger strategy to develop its offerings by providing its customers with the opportunity to access more markets and betting chances.
Mr. Pettit also shared his belief that the new contract is expected to be beneficial for the company. In addition, he explained the motives for choosing Best Gaming Technology for a partner and said that providing its customers with the best experience has always been of paramount importance to the bookmaker.
After the installation of the new machines, Ladbrokes is considered to become the biggest provider of such self-service betting terminals across the UK. Over the past 12 months, a total of more than 1,700 terminals were delivered to Ladbrokes in its UK estate.
Under the terms of the agreement, software for both traditional betting terminals located in the stores and for mobile devices is to be provided by Best Gaming Technology. In addition, the cabinets will be modernized by Vision Cabinet.
But the good news for Ladbrokes and Best Gaming Technology do not stop here. In addition, the two companies will join forces for the development of the software. This is expected to provide the UK bookmaker with long and stable “product development, innovation and exclusive software” expansion. The collaboration is considered beneficial for providing a framework for better software distribution in other territories as well.
The Chief Commercial Officer of Best Gaming Technology – Mr. William Weir – also made a comment on the deal between the companies. He shared the company’s delight with the collaboration with Ladbrokes in the UK, where the bookmaker seems to be on the track of becoming BGT’s largest customer.
