Gaming machines provider The Global Draw has extended its contract with Jenningsbet to 2015.
After working with the bookmaker for 12 years, The Global Draw, a subsidiary of Scientific Games, will continue to supply machines to Jenningsbet’s 95 UK shops.
Said Greg Knight, Jenningsbet’s managing director: “The Global Draw’s consistent support has been pivotal to our significant growth and we are delighted to demonstrate our appreciation for this support by, yet again, extending our contract.
“Gaming machines are an essential part of our offering and The Global Draw provides unrivalled quality when it comes to machine management and implementation, game content and staff training and support.
“The Global Draw’s best practices and technical back office staff training build familiarity and confidence with new machines, games and promotions. This has resulted in our staff having a greater product understanding, which helps drive enhanced customer service, an increase in operational efficiency and ultimately assists the company in boosting cash box yield.”
For example, promotions have helped Jenningsbet support the rollout of new games by providing an additional draw to attract new players, as well as engage existing players.The two companies now work together to develop specialised Jenningsbet tournaments exclusive to Jenningsbet customers.
“Independent bookmakers continue to benefit from our dedication to the industry,” said Phil Horne, managing director at The Global Draw. “Jenningsbet is our largest independent bookmaker and we are delighted to continue supporting the company as it expands. We are committed to ongoing development of machines, quality content and support programmes, which are integral to helping drive machine revenue for Jenningsbet and all of our independent customers.”
The Global Draw’s content and exclusive in-house titles will continue to be delivered to Jenningsbet through its Nevada terminal.
The firm attributes much of its success with Jenningsbet, and with other customers such as Ladbrokes, to the strength of its content – a factor boosted by its acquisition of Barcrest last year.
Said content development director Rick Mountney: “Our aim is to develop titles that create long-term consumer loyalty, not short-term novelty. Pushing the boundaries of innovation is what keeps our content ahead of the game.
“Providing exciting games that keep players engaged is key to helping our customers increase cash box revenue. The better the game, the longer its lifespan – it’s about getting the whole content recipe right. We have created some of the industry’s most iconic titles including Key Bet Roulette and Rainbow Riches.”
For instance, Key Bet Roulette, one of the firm’s flagships, goes beyond a standard roulette offering to incorporate a progressive pot, a bet multiplier and an additional side bet.
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