Betting and gaming company Ladbrokes Plc. (LAD.L) on Thursday said it signed a new software supply agreement with OpenBet, a sportsbook and online gaming software provider.
As per the agreement, OpenBet will supply its software, development, support and games services to Ladbrokes.
The new terms offer both parties revenue growth opportunities and will enable Ladbrokes to provide its customers with a premium range of content and product from OpenBet, other existing suppliers as well as new suppliers.
In contrast to previous agreements and in line with Ladbrokes strategy to increase the flexibility in its core technology, OpenBet will undertake a re-architecture of the existing software supplied to Ladbrokes, enabling the betting firm to provide a reliable, scalable and efficient yet differentiated service to OpenBet's standard offering.
Richard Glynn, Ladbrokes CEO commented: "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."
The latest agreement follows Ladbrokes' agreements for CRM and campaign management, with SkyIQ Ltd, casino gaming provider Microgaming and machines supplier Global Draw.
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