WMS International has entered into a strategic partnership with UK casino group, Grosvenor Casinos. The announcement was made as Grosvenor Casinos, part of the Rank Group that operates casinos in England, Wales and Belgium, decided to change its long-established practice of sourcing machines via a third-party service provider and move to a direct supply model.

Simon Beacham, Head of Electronic Gaming for Grosvenor, explained the decision: “Despite the relatively short time WMS has been in the UK, its games have already become firm favourites with our customers. Our recent product review showed that we had the opportunity to increase the number of WMS games and it made commercial sense to work directly with WMS rather than going through a third-party service provider.”

Sebastian Salat, President WMS International, commented on the announcement: "We are looking forward to further developing and strengthening the Grosvenor and WMS relationship. Their support of our products has put WMS firmly on the UK map. Dedication and commitment from both parties has proven a winning formula for success now and in the future."

Grosvenor has moved to a direct supply model with four key manufacturers, including WMS. Their inclusion is remarkable considering the short time the company has been supplying the UK market. Sales Manager, Jo Purvis, has worked closely with Grosvenor since the launch of WMS’s first title, Jackpot Party Classic, in January 2006. In just two years the company has experienced rapid success in the UK market, culminating with this month’s largest single machine sale to Grosvenor, which at the same time doubles the number of WMS machines operated by the casino chain.

The new Bluebird machines, supplied as part of a multi-year supply arrangement, includes the titles: Lucky Landings, Big Money Cheese Caper, Rich Little Piggies, Jackpot Party, Ring Quest and Royal Treasures. Simon Beacham added: “The new WMS games are establishing themselves and are a very welcome addition as the simplicity of screens and bonuses makes them great games for the newer, recreational players.”

“WMS games have taken the UK market by storm,” confirmed Jo Purvis on the success of WMS across the UK sector. “Every game we’ve launched offers something new for the player, whether it’s cascading reels or numerous different player focused game mechanics. The emphasis is upon providing a unique experience whereby the player is amused and enjoys the interactivity of the game. Our games offer more than one spin after another. We are also careful not to saturate the market with too many titles and have taken great care in choosing each new game.”