Ladbrokes platform launches digital revival

Ladbrokes platform launches digital revival

Thursday, July 30, 2015
Andrew Bagguley has backed the "joined up" new offering

Ladbrokes has begun its digital fightback with the launch of a new platform that seeks to combine its desktop, mobile and tablet offerings.

The single Playtech-developed platform has been designed to significantly improve speed and efficiency of product delivery, as Ladbrokes aims to become a frontrunner in the digital sector that it has been accused of neglecting in recent years.

Andrew Bagguley, Ladbrokes managing director (digital) revealed the plans just days after new chief executive Jim Mullen outlined the company’s long-awaited business review, which includes an aggressive digital marketing strategy as it seeks to rival market leaders such as William Hill and Paddy Power.

“We’ve developed and now delivered this new desktop platform with a combined team approach and in less than a year we have a very strong, joined up sportsbook proposition which we believe is the quickest and easiest customer experience in the market, across all digital devices,” Bagguley said.

“Delivering this adaptive experience allows us to empower the customer to engage with our digital product however and wherever they want with no experiential compromises for any channel.”

Ladbrokes began work on its new desktop platform in January 2015 before completing the integration of the web and mobile teams into one single work-stream last month, and are promising more exciting developments in the coming weeks. 

It incorporates features such as the ‘My acca’ function, which tracks an accumulator in real time, while ‘Cash Out’ is now fully established.

The new strategy seeks to grow digital to become 30 per cent of group net revenue by FY2017, having been just over 18 per cent in 2014, with active digital customers up around 50 per cent from 960,000 to 1.3 million.

According to a company statement, the plan is to “aggressively grow our UK Digital recreational sports betting customer base, through more intense brand and direct marketing, to build digital scale and accelerate growth".

Mullen, formerly chief operating officer of William Hill Online, added: “In the UK our focus will be on offering market-leading product in digital, whilst on the high street, a focused reinvigoration of our shops and our people will re-establish Ladbrokes as the go-to sports betting experts.

“We see significant untapped opportunity for Ladbrokes to become a truly multi-channel sportsbetting business where only 11 per cent of retail customers currently also bet with us online.”

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