Ladbrokes relaunches bingo with £3m prize pool

Ladbrokes says it has “ticked all the boxes” for its revamped bingo product that has launched on Playtech’s Virtue Fusion alongside a £3m prize giveaway.

The bookmaker has collaborated with Playtech to completely overhaul its bingo site, which has included a redesign of “every element” of the product following feedback from regular users.

“We are now able to offer our players a state-of-the-art bingo experience that we believe will mark us out as the best in the business,” Josefine Fox, head of Ladbrokes Bingo, said.

“We think we’ve ticked all those boxes and hope our players are as pleased with the results as we are,” she said.

Fox added the majority of the redevelopment had been focused on improving its navigation and ease-of-use, with player engagement and promotions identified as the biggest drivers of activity for the product.

The new site will be launched alongside a new promotion that will see players compete for a share of £3m worth of prizes throughout November and December.

Bingo is the latest Ladbrokes product to be redesigned as part of its software agreement signed with Playtech in March last year and follows an extensive overhaul of Ladbrokes’ online business, culminating in its migration to Playtech’s IMS backend solution in April.

Ladbrokes reported bingo revenues to have slumped 13% at its H1 results disclosure in August, however its gaming business returned to growth in Q3 with gaming net revenue up 1.4% year-on-year.