Independent bookmakers are enjoying growth in machine income thanks to focused support from supplier The Global Draw.

The company, a wholly-owned subsidiary of Scientific Games Corporation [Nasdaq: SGMS], has seen a year on year increase of 10 per cent in gross win across its independent estate.

The number of independent bookmakers running The Global Draw’s Nevada gaming terminals has also increased over the same 12 month period and now stands at just under 750 shops.

Phil Horne, managing director of The Global Draw, said: “To achieve growth in both our installed base and also machine performance against the backdrop of a recession is welcome news indeed, not just for us but our independent customers.

“We know how important machine income is to betting shops and recognise that the majority of independent operators don’t have access to the same resources and budgets for machine marketing as the major national chains.

“That is why we pride ourselves on working in close partnership with our independent customers, whether they have machines for one shop or 100 shops, in order to grow income levels.”

The Global Draw assists its customers in sourcing the latest game content, offers staff training and delivers practical support on machine marketing and promotions, which it has summarised in a quick-reference printed toolkit.

Phil said: “We are able to support new game releases in our independent estate with point of sale material and inter-shop competitions, plus we run regular incentive schemes for shop managers to encourage them to drive machine income.

“Much of our support is delivered through a dedicated account manager, Paul Jenkins, who is focused purely on independents and acts as their primary point of contact.

“We believe the quality of support we can offer once a machine has been installed plays a significant role in raising income levels.”

Among the independent bookmakers currently operating Nevada terminals is Thames, which has seven shops in north London.  A Global Draw customer for the last four years, it renewed terms for a sole supply agreement in August 2009.

Owner Mick Kane said: “Global Draw’s machines are very good quality and the income they provide is an essential part of our business.  The service we receive is excellent and in particular it is helpful having the relationship with Paul Jenkins to help us maximise machine performance.

“We have tried to embrace the promotional opportunities put forward by the company and one of our shops was a runner up in their last machine incentive scheme, which gave the staff a real boost.”

Founded in 1997, The Global Draw is a leading supplier of dual screen B2/B3 gaming machines to the UK betting shop industry with more than 13,000 gaming terminals operating in around 3,600 venues.  It also provides terminals to international gaming venues in mainland Europe, Latin America and the Caribbean.