Industry outlook: Ladbrokes sets digital goals ahead of Premier League season

Industry outlook: Ladbrokes sets digital goals ahead of Premier League season

Friday, August 7, 2015 Totally Gaming
David Williams is excited by the prospects of his company's new digital platform

Ladbrokes has told that its new digital platform can help to increase its share of the more than £1bn (€1.42bn/$1.55bn) expected to be wagered during the new English Premier League (EPL) football season.

Starting tomorrow (Saturday), the league campaign will see 380 games played over the course of the next nine months, with a huge number of markets available for punters on each.

While sports such as tennis and horse racing attract high levels of interest, and one-off events such as the Grand National bring in big numbers, David Williams, Ladbrokes' director of media, has reiterated the appeal of the world’s most popular spectator sport and its most-watched football club competition.

“Football is at the very heart of our strategy for getting more recreational customers engaging more consistently with Ladbrokes, and the Premier League is at the top of the pile when it comes to focusing our attention and resources,” Williams told

“It's the most popular league in the world for betting purposes and its appeal is continuing to flourish. There may be one-off events that show a big surge in betting, but the consistency and widespread accessibility of the EPL - across all our key channels including on mobile and in shop - help to make it all the more important and valuable to us.”

Ladbrokes is particularly excited about the coming campaign as it coincides with last week’s launch of its new Playtech-designed single digital platform, which the company hopes will provide a cleaner and faster experience for customers.

With Ladbrokes and the rest of the industry taking big strides in terms of technology and marketing in recent years, Williams believes its no surprise that betting figures have risen exponentially.

“Compared to a decade ago, the numbers are almost unrecognisable,” Williams said. “The digital betting revolution has coincided with a ferocious battle amongst bookies to offer value - it's given the customer unprecedented value as we outbid each other and try to grow.

“We've recently unveiled our single digital betting platform which allows football punters to experience what we believe to be the fastest, most adaptive and high quality digital betting experience in the industry.

“In short, we are enormously excited about this coming season and believe our offer mix and platform improvements will prove to be a compelling proposition for football customers.”

Williams has identified in-play as an innovation that has helped to drive revenue across the industry in the last decade, and he still strongly believes that operators who develop new products can reap great rewards.  

“We're betting on more matches than any of our competitors," he said. "We're the only firm to have markets available for matches on August 29 and that's an illustration of the resource we are putting in to making sure Ladbrokes is front of mind when it comes to attracting and retaining the recreational football customer.”


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