Gaming machine provider The Global Draw, a wholly-owned subsidiary of Scientific Games Corporation [Nasdaq: SGMS], has helped its independent betting shop customers use Grand National fever to drive machine revenue.

The company ran a machine competition with more than 200 independents across the UK using its latest B2 game Reels of Fortune.

Introduced to the market last month and designed by The Global Draw’s sister company Games Media, Reels of Fortune is a B2 game played with 20 sets of reels, all of which are random and have one win line for cash prizes. The game has a multi-stake option plus a spinning wheel bonus feature and players can win on one set of reels or up to all 20 sets.

Anyone placing a bet on the Grand National in participating shops received a competition voucher inviting them to play Reels of Fortune the following week. The player with the highest banked value from each shop was then entered into a national prize draw for a chance to win £500, which was later claimed by Christine Walker, customer at Chisholm Bookmakers in Ragworth, Stockton on Tees.

Paul Jenkins, The Global Draw’s Account Manager for the independent sector, said: “The Grand National is arguably the biggest single betting event in the calendar with both core players and occasional ones visiting their local betting shop for a flutter.

“With high footfall levels comes a perfect opportunity to promote another important part of what betting shops have to offer, namely the gaming machines.

“We put together a complete promotional package for our independent customers to help them seize this chance. It is this commitment to adding value and driving machine revenues which makes The Global Draw a valuable business partner to the independent bookmaker and helps them compete on a par with the big national operators.”

Marian Farrell, Machine Controller for Chisholm Bookmakers, added: “The competition went down very well with our customers and we are delighted the overall winner was from one of our shops.

“The Global Draw is our sole machine supplier and the level of support received, particularly on machine marketing and promotions, is excellent. We are already planning our next initiative for over the summer to capitalise on the increased branch footfall expected from the start of the evening racing calendar.”