Ladbrokes to expand SSBT service

ator Ladbrokes is to become the largest operator of self-service betting terminals (SSBTs) in the UK.

The bookmaker has agreed a partnership with developer Best Gaming Technology (BGT), and will be supplied with over 2,000 terminals, adding to the delivery of 1,730 terminals across its UK estate during the last 12 months.

The roll-out will result in every Ladbrokes shop in the UK hosting an SSBT, with additional availability in its retail estate in Ireland and Belgium.

Ladbrokes CEO Richard Glynn said: “They have played a major part in our improved football performance with customers enjoying the wide variety of football selections and markets offered.

“In signing this deal with BGT we are partnering with a trusted supplier and securing a cost effective, efficient and innovative product with the potential for further product development such as tablets and expansion in other territories.”

The terms of the deal will also see BGT’s sports-betting software provided via tablets as well as traditional terminals.

BGT chief executive Armin Sageder said: “BGT is delighted to be working even more closely with Ladbrokes who we see as a key strategic partner going forwards.

“It is a win-win deal with both companies growing through deploying additional terminals and launching more innovative products in the lifetime of the contract.”