Ladbrokes Extends SG Gaming Partnership for In-Store Terminals

Ladbrokes Extends SG Gaming Partnership for In-Store Terminals

In 2013, it the news line hit “Ladbrokes extends SG gaming partnership for in-store terminals.” If you are familiar with online betting, you will know that Ladbrokes is one of the world’s biggest betting and gaming companies both online and offline. Ladbrokes provides quality online betting options for thousands of bettors from all over the world. In 2010, Ladbrokes signed a long term supply contract with SG Gaming, a division of Scientific Games Corporation. The partnership ensured the growth of the Ladbrokes company giving them a leading position in land based machines performance in the UK betting industry.

The Rolling out of 9000 Gaming Machines

Following the success of the initial contract in 2010, the news broke that Ladbrokes extends SG gaming partnership for in-store terminals. The new contract aimed to introduce more than 9000 new Clarity gaming machines into British betting shops ahead of the 2014 FIFA World Cup. In line with their commitment to bring their customers the best gaming and betting machines performance, Ladbrokes and SG Gaming rolled out the new Clarity cabinet with resounding success. At the time, the machines promised touch screen interaction with improved CRM performance.

The Clarity Gaming Cabinet

A few years after the news line “Ladbrokes extends SG gaming partnership for in-store terminals,” appeared, we can take a look at what the contract meant for the industry. Today the Clarity machine is one of the leading in-store betting and gaming machines on the market. The terminal itself has a sleek design with 23” due screens with HD graphics and touch screen technology. The terminal also includes a third top screen for displaying promotional and advertising content.

In terms of sound, the Clarity gaming machine offers left and right speakers with a separate bass speaker built into the bottom of the cabinet. The printer design can accommodate a 6” roll for ticket in, ticket out operations with an interactive button panel for total gaming flexibility. With a total height of 1998mm and a width of 556mm, the sleek cabinet can be loaded multiple SG games and betting software in-house.

A Partnership that Changed the Industry

The Clarity cabinet also includes a peripheral panel to accommodate a RFID/NFC reader for player loyalty and electronic wallet applications. When the news line hit “Ladbrokes extends SG gaming partnership for in-store terminals,” the Clarity machine was in its infancy and had only been rolled out in a few stores in the UK. Today the Clarity machine can be found in stores throughout the UK.

In 2013, when the news line broke “Ladbrokes extends SG gaming partnership for in-store terminals.” The contract meant great things for the online betting and gaming industry. In store, the Clarity terminals run on Playtech’s Videobet software platform as a direct consequence of SG Gaming’s partnership with Playtech. This also strengthened Ladbrokes online presence together with Playtech casino software. The Contract which expires in 2019 provides the two companies with the opportunity to extend their growth in the industry. The roll out of the Clarity machine has been hailed as a success with many casino and betting developers following in their footsteps.