Ladbrokes signs new Microgaming deal
Renegotiated supplier agreement covers casino and games software, but no change on poker.
Ladbrokes has signed a new agreement with Microgaming for the supply of casino and slots software, increasing the range of products which the bookmaker can supply to customers.
The deal marks the first successful renegotiation since Ladbrokes CEO Richard Glynn announced plans in February to seek improved terms with existing suppliers.
A spokesman for the company told eGaming Review “it is essentially a new deal, rather than an extension of our existing agreement, and on improved terms.”
The spokesman would not go into further detail on the revised terms, but explained that his company was “very satisfied” with the outcome of negotiations.
He added that Microgaming was “one of the key suppliers” with whom Ladbrokes had looked to renegotiate terms, and stressed the deal “gives us the opportunity to offer a wider range of products.” The agreement with Microgaming is the first supplier deal announced by the company since last year’s betting terminal deal with Global Draw.
Isle of Man-based supplier Microgaming also hosts Ladbrokes’ poker product on its network, ranked 10th for player traffic by Pokerscout. The spokesman said there would be no change in this agreement.
In a statement Microgaming CEO Roger Raatgever said: “This new agreement will enable us to continue working closely together to enable Ladbrokes to provide a market leading casino offering and extend the reach of our products across all Ladbrokes channels.”
eGaming Review understands Ladbrokes is still seeking to renegotiate terms with a number of its suppliers including arrangements with Virtue Fusion for bingo, OpenBet for sportsbook and Mfuse for mobile, however the Ladbrokes spokesman added the company would hopefully be able to “make more announcements” later in the year.