Ladbrokes launches live betting on ITV.com
Bookmaker to integrate betting widget onto TV network's sport website.
Ladbrokes has entered into a partnership with ITV, which will see the bookmaker’s odds integrated onto the TV network’s sports website.
The agreement will see Lads provide the site with what it describes as a “unique betting widget”, designed in partnership with ITV, marketing agency Walker Media and software developer Fresh 8 Gaming, allowing punters to view live odds and place bets without leaving the ITV Sport website or mobile app. The deal will also see a ‘bet now’ tab integrated onto the ITV Sport navigation panel, providing customers with additional links and content provided by Ladbrokes.
Commenting on the launch a spokesman for the operator explained that the agreement “is a great example of how we are working with clients to explore and harness new possibilities presented by developing technologies.”
It is the latest deal signed by Ladbrokes to enhance its customer engagement strategies and develop significant media partnerships, after recruiting SkyIQ as its customer intelligence partner to work on CRM, customer analytics and campaign effectiveness in March this year, and signing a deal to launch AtTheRaces’ mobile streaming service in November 2011.
The announcement comes weeks after the operator issued a statement to the London Stock Exchange revealing that ‘digital’ profits for the year were expected to be “down further than anticipated” due to poor sportsbook margin and delays in the delivery of technology projects.