Exclusive: Ladbrokes agrees IGT games supply deal
From today Ladbrokes will be able to choose from and offer all of IGT's new content.
Ladbrokes has signed a deal with International Game Technology (IGT) that will see the UK operator secure the rights to integrate and offer the supplier’s best of breed online gaming products, eGaming Review can reveal.
From today Ladbrokes will be able to choose from and offer all of IGT’s new content, it said in a statement this morning.
The first step will see it integrate IGT’s Remote Gaming Server which, when complete, will provide its customers access to more than 100 of the supplier’s casino and slot games.
The agreement will also see Ladbrokes.com expand its range of games with at least 30 new games due to launch between now and the end of the year including titles such as DaVinci Diamonds, Wolf Run, Monopoly and 100k Pyramid.
Richard Ames, Ladbrokes director of product, said Ladbrokes is “committed” to working with the best games suppliers in the industry to ensure its customers have access to the broadest and best range of games.
“We are pleased that in the coming weeks our customers will have access to even more of the most popular games in the marketplace and that we will have the option to offer all new IGT content to customers in the future,” he added.
“The agreement with Ladbrokes joins two of the world’s most successful gaming companies,” said Robert Melendres, IGT executive vice president, emerging businesses. “IGT is delighted to be supplying our premium online casino games to Ladbrokes, and anticipate a long and successful partnership of delivering entertaining gaming experiences for their players,” he added.
After seeing a 3.5% decline in net online gaming revenues in its full-year results for 2011, the company showed signs of recovery with revenues up 5.9% for the first quarter. Strong growth in mobile in 2011 has continued, with 20% of amounts staked now coming from the channel, rising from 15% in Q4 2011, and 23% of revenues. The company is set to launch a proprietary mobile platform in the second quarter of the year.
This helped sportsbook revenues grow 22.4% for the period, with in-play betting now accounting for 57% of amounts staked, excluding greyhound and horse racing. Games also performed well, with revenues up 19% on the back of increased content and growth in activities.
Following Richard Glynn’s (pictured) announcement that Ladbrokes would seek to renegotiate all of its supplier contracts in February last year, the company extended its relationship with sportsbook provider OpenBet, signing what is thought to be a multi-million pound contract in March.