Ladbroke’s owners Entain makes deal with Scientific Games even wider

Scientific Games has a three-year extension in its agreement with Entain, the owners of Ladbrokes and many other major UK gambling businesses, meaning more than 3,000 games from the company will remain on Entain’s sites.

Entain has what is called a “content aggregation platform partnership” with Scientific Games. As a result of this deal, Entain can access titles on Scientific Games’ OpenGaming system.

Entain is one of the largest gambling businesses in the world. It is the owner of Ladbrokes, one of the UK’s best-known and most long-lived gambling brands, and also a number of online-only brands (Ladbrokes are famous high-street bookmakers).

Among Entain’s brands are the massive Bwin casino family, PartyCasino, and Gala, a company known primarily for its bingo sites and bricks-and-mortar bingo halls.

Alongside the games from Scientific Gaming, Entain brands can use the company’s specialist responsible gaming tools.

The deal is valid in the UK, but also in Germany, Greece, Spain and Portugal and Italy.

Chief Product Officer for Entain said: “Over a number of years, OpenGaming has been a key component of our online gaming offer, helping to establish it as the world’s biggest and best casino portfolio.”

“Extending our partnership with Scientific Games will enable us to continue to build our market share in regulated markets in Europe and beyond.”

Scientific Games is a massive international gambling company, with its global HQ in Las Vegas, Nevada, the spiritual home of the gambling industry. In the UK the company is branded as SG Gaming, largely a slots company.

For SG, Dylan Slaney said: “We have an extensive roadmap of exciting new titles that Entain brands will receive over the coming months through our content aggregation platform.”

“With the robust regulatory tools that are embedded within OpenGaming, we’re in the perfect position to provide valuable support for Entain as the group grows its reach within regulated markets.”

SG owns a number of well-known slot brands, including Bally, WMS Gaming, NYX Gaming and more.

Among their biggest titles are: Raging Rhino, Spartacus Super Colossal Reels, and Zeus God of Thunder through WMS Games, and Ra and the Scarab Temple, Monopoly Heights and Acorn Pixie through Bally.

SG operates around the world and has over 8,000 employees around the world. It makes equipment and software for almost every part of the gambling industry and is a major player in sports betting and lotteries around the world.

Entain was founded in 2004 and has undergone a number of reorganisations and renamings since then. Ladbrokes and Coral, two of the UK’s best-known sports betting firms joined the group in 2018. The company operates around the world – it is licensed in 18 countries and aims to operate online in licensed jurisdictions by 2023 – and has between 2,000 and 3,000 employees. When, in 2021, a bid was launched by MGM Resorts to buy the company (they have been partners for a while) it was rejected on the grounds that the $11 billion offered “significantly undervalues the company and its prospects”.

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