We have been evaluating the strategic direction of Barcrest Group for some time and concluded the best route to market for Barcrest Group content in the Licensed Betting Office (LBO) market is through a broader, stronger relationship with The Global Draw," said Robert White, vice president and managing director of IGT-UK Group.
"We are very excited about this partnership. The quality of content is recognized as being the key driver within the LBO market and Barcrest Group has a very strong track record of providing top quality games. The Global Draw delivers exceptional terminals and operations, so by aligning the complementary strengths of our respective businesses we will provide a first class gaming solution across the market as a whole."
The deal will involve the installation of over 7,600 gaming machines produced by The Global Draw using Barcrest Group's content in over 2,100 Ladbrokes shops. As a preferred supplier, the Barcrest Group games and programs will also be available across all 20,000 of The Global Draw's terminals located in licensed sports betting offices (LBOs) throughout the United Kingdom.
"This strategic partnership brings together three of the industry's biggest names," said Phil Horne, managing director of The Global Draw. "Barcrest Group has a reputation for outstanding creativity and innovation and we are delighted to be partnering with them as key content suppliers for our Ladbrokes machines."