UK gambling operator Ladbrokes released earlier today its first omni-channel platform developed by gaming software provider Playtech.
The new platform aims at providing Ladbrokes’ customers with the easiest and quickest experience on desktop and mobile devices. By this new solution, the gambling operator combined its sportsbook offering into one work-stream. Ladbrokes promised that the newly-launched Playtech platform would improve considerably both the speed and efficiency of its products.
According to the gambling operator, the solution offers better control over different layouts and faster load time than other similar platforms.
Ladbrokes also commented on its latest launch as being particularly focused on football as the new season is to start soon. The operator is to offer a number of initiatives in order to draw new loyal customers. For instance, it had its “Cash Out” option fully established and “My acca” function improved.
The gaming company together with Playtech started working on the new platform in January. Last month, they successfully completed the integration of both the mobile and web teams into one work-stream. More new products are to be launched in the weeks to come.
Andrew Bagguley, Managing Director of Ladbrokes’ Digital operations, commented on the new launch as the result from “a combined team approach.” This new solution made it possible for the gambling company to join its sportsbook offering across the key digital devices.
Mr. Bagguley also pointed out that the new platform allows Ladbrokes’ customers to access the company’s digital products whenever, wherever, and however they find fit. According to the executive, people are looking for “consistent approach” and the Playtech-developed solution ensures that they will be offered exactly what they expect.
As mentioned above, Ladbrokes is to release a number of innovations as well as improvements of existing products over the summer.
Last week, the gaming company confirmed its merger with rival Gala Coral. Ladbrokes Coral, as the new entity is to be called, would have stock market value of £2.3 billion and is expected to annually generate net revenue of more than £2.1 billion. The transaction is subject to regulatory and shareholder approval but once completed, the enlarged business would operate more than 4,000 betting shops across the UK.
