he four-year agreement covers the supply of terminals to 95% of Ladbrokes' 2,170 betting shop estate with the provision of a new cabinet. The contract award is the largest in The Global Draw's 13-year history and is anticipated to commence in early 2011.
As a result of the company's technology partnership with Videobet, a subsidiary of Playtech, the terminals will operate on the state-of-the-art Videobet platform. This platform allows The Global Draw to offer its customers the very latest in technology for greater terminal and back office functionality, including advanced promotional tools and player loyalty at the front end, along with real-time reporting and content management to react quickly to market changes and player behaviour. Videobet will absorb a portion of the capital expenditure and participate in the economics of the contract.
Ladbrokes' customers will enjoy The Global Draw's leading in-house games developed specifically for betting shops, licensed titles from Hasbro and the best of Videobet's content library and licensed intellectual property. The Global Draw will continue to work with chosen third-party suppliers and have agreed to a wider content arrangement with Barcrest Group, a subsidiary of IGT, to ensure that Ladbrokes' customers have continued access to popular Barcrest titles.
Richard Ames, Managing Director of Ladbrokes Retail, commented: "The betting industry is highly competitive and machines are an increasingly important part of the overall trading mix for betting shops. This agreement with The Global Draw is a reflection of the high standards of service and support we have received from the company since machine trials started with them in 84 of our shops last July."
Ames continued, "Since then a combination of leading content and proven increases in cashbox performance within trial shops has given us the confidence to roll out their solution to a significant proportion of the Ladbrokes estate."
Phil Horne, Managing Director of The Global Draw, added: "We are delighted to have achieved growth on such a scale in our supply of machines to Ladbrokes. We have worked together to build a strong partnership during our initial trials and look forward to working together to deliver continued machine income growth. The Global Draw has developed a strong reputation for the quality and reliability of its gaming machines and services as well as the variety and quality of its in-house and licensed game content libraries. Our reputation, combined with the technology tie up with Videobet allows us to offer our customers unbeatable terminal and system functionality to drive their machine income and a first class gaming experience for their players."