Ladbrokes launches mobile-first sportsbook platform
Operator unveils Mobenga-powered desktop platform in move to offer customers a consistent experience across all channels
Ladbrokes this morning unveiled a new HTML5 sportsbook front end, which sees the operator use Mobenga’s mobile platform to provide customers with a seamless experience across all its digital channels.
The operator, which last week confirmed it planned to merge with UK rival Gala Coral, said the new website meant it was now able to provide “the quickest and easiest customer experience” across desktop, mobile and tablet.
“Customers expect a consistent approach and we’re providing it with a single platform,” Andrew Bagguley, Ladbrokes digital managing director, said.
Playtech, which owns Mobenga, said Ladbrokes’ “omni-channel sportsbook” would “significantly boost” the operator’s sportsbook performance and highlighted a 110% increase in Ladbrokes’ sportsbook mobile stakes since the operator switched to Mobenga in December 2014.
The new platform leverages Playtech’s ONE solution as well as its new NGen system – which can handle large volumes of data across concurrent sporting events and thousands of betting markets.
“A fully responsive desktop and mobile front-end solution is just the beginning of much more omni-channel Playtech ONE activity we have planned in partnership with Ladbrokes,” Liron Snir, Playtech VP product, said.
Last week, Ladbrokes CEO Jim Mullen said the launch of the new site was a key plank of its three-year growth strategy and criticised the previous site for having held back growth.
Ladbrokes said it was keen to complete the work ahead of the start of the new domestic football season and the convergence project saw Ladbrokes’ mobile and web teams merge to create a single online division headed-up by Bagguley.
The firm also said the site, which was first announced in February, would increase speed of product delivery and enable it to make regular upgrades and improvements with minimal disruption.
“We’ll be releasing new updates to all our digital sites in sync every few weeks. We are experts in sports betting and want to carry on delivering real value to customers with a series of innovations and continual improvements throughout the summer and into the latter part of the year,” Bagguley added.