Scientific Games, the leading entertainment company that offers games and solutions for the gambling industry, doing business as Light & Wonder (L&W), extended its collaboration with Entain.
Entain, Light & Wonder Extend Partnership
The collaboration between the duo dates back to 2018. Back then, the collaboration marked a landmark moment for SG. To date, the initial agreement remains the largest contract for Light & Wonder in the UK. Now, the gaming and interactive entertainment group, Entain, and Light & Wonder extended their agreement even further. As a result, their new deal will be in effect through 2030.
The recently extended deal reaffirms the success of the existing collaboration between the duo. Under the terms of the extended deal, L&W will continue to supply Entain’s licensed betting offices with terminals. The collaboration will see Entain’s Ladbrokes and Coral licensed betting offices use more than 10,000 terminals from L&W.
Moreover, the deal will see Entain gain access to leading games from L&W’s from Manchester Studio. Only recently, the studio announced the launch of the popular games 777 High & Mighty and Lord of The Rings. Additionally, Entain will benefit from accessing the company’s content aggregation platform. By accessing the platform, the operator can select more than 3,000 titles from leading studios around the world. Besides games, Entain can use responsible gaming tools and cutting-edge player retention tools.
The Deal Brings Excitement to the Duo
Last month, SG announced its plans to rebrand to Light & Wonder. At the time, the company said that it plans further growth and expansion within the digital field. The rebranding is also a strategic move for the company that seeks to reorganize its operations. The process related to rebranding is expected to be completed this summer.
“We are delighted that Entain has chosen to continue our partnership through to 2030.“
Simon Johnson, SVP and managing director for Europe, the Middle East and Africa at Light & Wonder
L&W’s SVP and managing director for Europe, the Middle East and Africa, Simon Johnson, revealed that the company is delighted to continue its collaboration with Entain through 2030. He explained that the teams of the two companies have been collaborating for more than 20 years. Johnson said that L&W is excited to support “Entain through their next phase of growth and innovation.” In conclusion, he predicted a bright and exciting future for L&W and Entain.
“Our stores provide an engaging and differentiated experience for our customers.”
Andy Hicks, retail MD UK & Ireland at Entain
Entain’s retail MD for UK and Ireland, Andy Hicks, revealed that the company’s betting locations offer a unique experience for the guests. According to him, that experience is complemented by the best gaming machines and the leading games and content provided by L&W.