Leisure Link Group has awarded BT a renewed £45m five-year contract to use the telecom company’s broadband network to support its betting, gaming and entertainment machines.
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The deal builds on an existing two-year deal worth £16m signed in 2004, and will assist Leisure Link in expanding its 13,500 itbox digital entertainment terminals already in place at pubs, clubs, betting offices and other locations.
Leisure Link will use the broadband network to keep its networked terminals regularly updated with the latest content, including games, music downloads and a range of other digital services.
The company said broadband speeds allowed it to upload richer content to machines, and permitted it to profile and match the content of machines to match the audience in each location, making them even more compelling for customers.
Leisure Link is now in discussion with BT about rolling out its networked terminals to mainland Europe.
Russell Hoyle, chief executive officer of Leisure Link, said, “Digital is the future of our industry and broadband from BT means we can become smarter in the way we manage our terminals to stay one step ahead.
“With the newest and most exciting games, music and other digital services, our leisure venue partners can generate further revenues.”