Entire Ladbrokes estate receives omni-channel single account

Entire Ladbrokes estate receives omni-channel single account

Monday, March 12, 2018 Posted by Craig Davies
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Playtech link up sees final element of SSBT integration

The final element of the Ladbrokes Coral Group’s omni-channel integration strategy has been completed, with Playtech BGT Sports encapsulating self service betting terminals (SSBTs) into its player management platform.

Allowing players to utilise a single account to access single wallet transactions online, across all channels and on all devices, it is believed will “enable significant future growth across the division and the wider business.”

John Pettit, managing director for the UK, Ireland, Asia & Australia at Playtech BGT Sports, has been speaking to TotallyGaming.com regarding the importance of single account omni-channel functionality: “It is becoming increasingly important. A seamless technology experience is rapidly becoming a basic consumer expectation.

“Consumers today are more shocked at the absence of technology than by its presence or what it can do, therefore having an omni-channel offering connected across all channels is vital to maintaining consumer expectations, and loyalty, which is so important in today’s market, be it online or on the high street.”

Before adding how various features and functionalities can enhance a customers experience, in addition to encouraging new sign ups and retention: “Being able to access, play and transact using one account and one wallet with the same experience across all the devices is incredibly powerful for customers.

“The same can be said for the ability to collect online winnings in shops. This is a key benefit as we know customers like the immediacy of cash and this is a key benefit of omni channel that drives sign ups and retention.

“Couple this with a whole portfolio of cutting-edge features, including personalised offers and rewards, placing bets in retail but cashing out on your mobile, and game features and bonuses that can be unlocked through the use of omni-channel play, to name just a few, and you have everything you need at your fingertips.”

Totally Gaming says: With it stated that the Ladbrokes Coral Group has seen over one million new sign ups during the course of its Playtech relationship, the benefits are immediate and clear for everyone to see. Utilising technology to allow a seamless, and crucially quick, experience, understandably appeals to a wide range of people.

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