In a testament to Scientific Games’ continued investment in the UK retail sector, British bookie JenningsBet has extended its partnership with SG Gaming UK – to benefit from its extensive ‘cashbox-driving opportunities’ through April’s regulatory changes, and beyond.
British bookmaker, JenningsBet, has signed a two year extension to a partnership with SG Gaming UK that now spans more than a decade.
With retail facing a sharp regulatory correction this April, the Sci Games subsidiary said its evolving content and ongoing plans to adapt to the post-FOBT environment was behind Jenning-Bet’s decision.
The deal sees SG Gaming continue to be the sole gaming supplier to JenningsBet’s 95- store estate, providing both hardware and content – such as its well-known Rainbow Riches games series and more recent additions like Soldier of Rome.
“JenningsBet has been particularly impressed with our plans around April’s regulatory changes,” said Simon Johnson, group commercial director of SG Gaming UK, “and how we are evolving our slots content and our menus to reflect the changing customer journey.
“Throughout 2019 and beyond, we will continue to work in partnership with our customers, innovating our con- tent offering and supporting and developing our product as the retail environment changes. This approach, along with our overall proposition, has led JenningsBet to choose SG Gaming as their sole gaming machine supplier. It is this that continues to set us apart from our competitors as the industry moves forwards.”
The firm said this deal shows the aligned commitment of both SG Gaming and its parent, Scientific Games, to maintain investment and innovation in the UK’s changing retail sector.
SG Gaming will provide its comprehensive gaming proposition to JenningsBet that combines product, content and platform – “all supported by an unwavering dedication to customer service.”
JenningsBet managing director, Greg Knight said the independent bookmaker “had always been particularly impressed” by the product “as well as the level of service from SG Gaming, including their helpdesk and excellent professional technical support.
“On top of this, we are thrilled that we will continue to see the cashbox driving opportunities that the extensive content library looks to drive,” he added. “We also look forward to future game innovation and entertaining themes that we know will excite our players.”
JenningsBet will also benefit from SG Gaming’s in-house content development team, which consistently focuses on slots development and the innovation of new game offerings. Included in the current portfolio is the Rainbow Riches series of games, with its omni- channel iteration, Rainbow Riches Drops of Gold, along- side new additions like Soldier of Rome – the latest in the Mighty Reels series.
In terms of hardware, the bookie’s estate will continue to operate the player-popular Infinity terminal, with select venues operating SG Gaming’s premium gaming product: Equinox – an immersive four screen terminal.
Also this year, SG Gaming UK signed a considerable five- year supply contract with Praesepe – Gauselmann’s UK subsidiary in the arcade sector. The deal will see SG Gaming provide 1,800 terminals to 700 Cashino and Beacon Bingo stores across Britain.