Alistair Assheton, Chief Executive of Leisure & Gaming, parent company of VIP.com, has told eGaming Review that the BetShop deal presented LNG with a good opportunity of expanding into the European market in a cost-effective way.
The bulk of the deal is BetShopItalia, the largest independent bookmaker in Italy with around 600 outlets, which provides around 80% of the BetShop group\’s turnover.
Assheton explained that LNG will not own any of the physical retail outlets where Betshop terminals are located and that the Italian retailers effectively act as agents for BetShopItalia. “We did not want Betshop-branded betting shops to run and manage. With this model we have minimal capital expenditure and our agents are constantly signing up new affiliates and rolling out terminals in shops, cafes and other outlets,” he told eGaming Review.
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