Ladbrokes issues omni-channel "statement of intent"

Ladbrokes’ digital overhaul picked up pace today as it issued a “statement of intent” on its new integrated approach to content with the operator’s first omni-channel launch.

This morning the operator unveiled its new five-reel Mighty Trident slot game, supplied by Novomatic, across retail, mobile and desktop channels.

“It’s a statement of intent. We recognise the omni-channel space as being a huge opportunity to leverage our brand,” Estelle Bentall-Lynch, Ladbrokes product manager, told eGaming Review today.

“We’re making significant efforts to refine work like this and deliver consistent, competitive and appealing products which will feed into our aspirations to ensure Ladbrokes make the most of the omni-channel opportunity,” she added.

The operator also said its omni-channel approach will allow it to better drive customer loyalty and engagement across the entire business.

“The delivery supports the company vision of one Ladbrokes,” Bentall-Lynch added.

“Multiple teams across the digital and retail divisions have come together to deliver a new experience for our customers,” she said.

New CEO Jim Mullen has made it clear that Ladbrokes’ online offering will be a priority in the coming months, promoting former mobile chief Andrew Bagguley to lead the operator’s digital business.

And plans are already in place to converge its mobile and desktop platforms to the single mobile-first Mobenga platform, in what it claims would be an industry-first.