03/29/2012 : UK land and online gambling group renews its association with software provider
 
The UK online and land betting group Ladbrokes plc confirmed Thursday that it has renewed its association with software provider Openbet, inking a new long-running software supply agreement.
 
The deal includes the supply of software, development, support and games services to Ladbrokes.
 
A company spokesman said that the agreement provides both parties with revenue growth opportunities and will enable Ladbrokes to give its customers a premium range of content and product from OpenBet, other existing suppliers, and new providers.
 
In contrast to previous agreements and in line with Ladbrokes strategy to increase flexibility in its core technologies, OpenBet will undertake a re-architecture of the existing software supplied to Ladbrokes, enabling the betting firm to provide a scalable yet differentiated service to OpenBet's standard offering.
 
"We are pleased to extend our long-standing relationship with OpenBet through a more flexible agreement which offers revenue opportunities to both parties and increases the range of games we offer. This is another step on the road to developing a unique Ladbrokes customer experience," said Richard Glynn, Ladbrokes CEO.
 
The latest agreement follows a series of Ladbrokes' outsourced contracts for CRM and campaign management, and gaming and management software with SkyIQ Ltd, Microgaming and machines supplier Global Draw