Ladbrokes, one of the UK’s top gambling operators, released its first omni-channel platform which was developed by industry leading software provider Playtech.
The main objective of the new platform is to provide Ladbrokes’ customers with a smooth and pleasant gaming experience on both desktop and mobile devices. This Playtech developed platform is supposed to significantly improve efficiency and speed of Ladbrokes’ products. According to the company, users will now have a better control over various layouts and the operator announced a faster load time than other similar platforms provide.
The company also revealed fresh initiatives for attracting new loyal customers. For example, the “Cash Out” option is now fully established, plus the “My Accas” function has been improved.
Ladbrokes and Playtech started their new project in January and the integration of the platform was successfully completed last month. Both desktop and mobile teams worked on integrating the one work-stream and new products are announced for the weeks to come. However, the Ladbrokes-Playtech partnership dates back to 2013, when the provider’s subsidiary Mobenga launched Ladbrokes’ mobile sports betting platform. Several months later, in April, 2014, Playtech supplied its casino and IMS platform to Ladbrokes as well.
The Managing Director of Digital Operations Andrew Bagguley said that the new platform was a result from “a combined team approach” and pointed out how the solution made it possible for Ladbrokes to join its sportsbook offer across key digital devices. Bagguley also highlighted that the omni-channel platform gives customers the chance to access Ladbrokes’ digital products wherever, whenever and however they find fit. According to him, players are in need for “consistent approach” and this Playtech powered product makes sure they get exactly what they want.
Playtech, on the other hand, pointed out that this is its first omni-channel HTML5 front-end solution with Ladbrokes that should provide a seamless desktop and mobile user experience. The Playtech Sports HTML5 product, according to the provider, should boost Ladbrokes’ sportsbook performance ahead of the upcoming English Premier League season. Furthermore, as was noted by the provider, the Playtech ONE omni-channel solution would allow customers to enjoy “any content, across any channel” using a single account and wallet.
Currently, visitors that try to access the Ladbrokes gambling platform are welcomed with a promo banner that introduces them to the new Ladbrokes experience. The site promotes its platform as faster, easier-to-use and featuring more content than ever before. The five new options listed on the banner include the previously mentioned Cash Out and My Accas as well as Dedicated In-Play Hub, football and racing pages and dynamic navigation.