SG Gaming signs record agreement with Ladbrokes Coral

The SG Gaming arm of Scientific Games has agreed a seven-year partnership with Ladbrokes Coral Group.

Under the deal, the largest in SG Gaming’s history, the company will continue to supply terminals, gaming content and services across the Ladbrokes Coral retail estate of more than 3,500 shops in the UK.

SG Gaming will install Equinox 2.4 terminals across most of the Ladbrokes Coral network, with the initial roll out due to be completed by the end of 2018.

Content covered by the deal will include the SG Gaming library of titles, as well as selected games from third-party providers.

Mark Chambers, retail managing director at Ladbrokes Coral, said: “SG Gaming has shown us that it is a forward-thinking supplier, not only with its impressive new products and investment in the sector but also with its continued focus on driving the direction and implementation of player protection measures across the industry.

“We look forward to continuing to work with them as we build on this partnership.”

Phil Horne, chief executive of SG Gaming UK, added: “This deal – which is the largest in our history – comes during one of the most significant years ever for SG Gaming for product innovation as we have continued to work with our customers to develop and launch our biggest, most innovative and most exciting new product range to date, creating an offer that can help our customers adapt with confidence to the changing gaming environment.

“We have worked closely with the team at Ladbrokes Coral to provide them with an innovative gaming product that we believe will complement and enhance their overall retail offer, and we are very excited about working with them on the next stage of this successful partnership.”

Related article: Scientific Games names Horne as new CEO of SG Gaming