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Ladbrokes has signed two online supply agreements with Blueprint Gaming and Ash Gaming that, alongside its existing Microgaming deal, will form part of the “broadest portfolio of games ever offered by the bookmaker,” the company announced this morning. Both providers will supply the newly restructured company with a premium range of predominantly slots games including Ash’s Amazon, Alice's Wonderland, Pharaoh's Treasure and Midas Millions and Blueprint’s Viz, Zuma, Chuzzle, Bejeweled 2 and Casper. Richard Glynn, CEO of Ladbrokes said both agreements would “reinforce” its commitment to work with best in class suppliers. “Blueprint Gaming and Ash Gaming deliver exciting games which will complement our current and growing games portfolio for our existing and new customers,” he said. Blueprint Gaming is a decade old on and offline multi-platform games developer with offices in the UK and the Philippines. It produces online slots, casino, bingo and skill games as well as online scratch cards and already works with a number of large operators including Inspired Gaming and the Gala Coral Group. In 2008 the Gauselmann Group acquired a 50% controlling stake in Blueprint. Ash Gaming, founded by Chris Ash in 2002 and based in London, designs and provides games to a wide range of leading online operators as well as having a number of partnership deals with suppliers such as OpenBet and Playtech. After a four-month long tender process Ladbrokes announced it had renewed its casino and games contract with Microgaming in June under new terms as part of a review of its supplier agreements. Yesterday, eGaming Review reported that the bookmaker had returned to odds comparison site Oddschecker after a nine-month hiatus. A spokesman for Ladbrokes this morning described its absence as “part of a review of its [Oddschecker] effectiveness” but that being back on the site was “important for our core betting audience”. Asked what impact its absence had had on the company, that has seen a raft of personnel changes since Glynn’s appointment in May last year, the spokesman refused to comment but added “We have a variety of tools we use and this is just one of them”. Last month Glynn admitted there was “an awful lot to do with the business”, but promised investors he is doing everything he can to make the company “more competitive online”. “We have to make sure we’re putting for birdies on every hole and we’re not,” he added at the time. The former Sporting Index chairman has long been rumoured to be eyeing up an acquisition to bolster Ladbrokes’ flagging egaming arm. Talks with 888 broke downearlier this year, while according to a company spokesman discussions to acquire Sportingbet, which began in June, “remain ongoing”. |




