Ladbrokes introduces gamification reward system
Operator introduces "industry first" rewards scheme to gaming products with sportsbook due to follow
Ladbrokes’ gaming division is trialling a new innovative customer rewards system which the firm says will increase retention and drive repeat play.
Labelled ‘Ladbrokes Life Adventure’, the rewards scheme will see customers collect coins each time they play casino games with the accumulated coins then able to be traded for scratchcards.
Each scratchcard comes with a guaranteed cash prize and the firm said if the scheme proved to be a success it would be rolled out across other products such as sportsbook, bingo and poker.
At present, the scheme is only available to a selected number of customers on a trial basis but should be made available to the wider public early next month.
Ladbrokes said the scheme was based upon thinking employed by video game producers who cite such bonusing systems as key drivers of repeat play.
“We’re delighted to be launching the Ladbrokes Life Adventure this winter,” Pablo Grunbaum, Ladbrokes Digital COO, said.
“Our new rewards scheme is the most innovative and ambitious in the gaming industry and we are looking forward to introducing it across our full range of products in time,” he added.
Earlier this year Ladbrokes announced plans to merge with rival Gala Coral in a move which, if given the regulatory go-ahead, will create an online business with revenues in excess of £400m.