Ladbrokes to leave Microgaming for iPoker this month
UK operator will finalise its switch from Microgaming's MPN network as company continues migration to Playtech
Ladbrokes will complete its switch from Microgaming’s poker network to Playtech’s iPoker by the end of this month as the operator’s egaming overhaul gathers pace.
The move signals a further step forward in the operator’s migration to Playtech’s suite of egaming software, which Ladbrokes hopes to complete early next year.
News of the switch comes in the same week that Unibet also announced its intention to leave Microgaming’s MPN in favour of a standalone poker product developed in partnership with Relax Gaming.
Ladbrokes will join the likes of bet365, William Hill and Gala Coral on the iPoker network, although there has yet to be any indication as to which liquidity pool Ladbrokes will be assigned to after Playtech adopted a tiered approach last year.
Poker has performed poorly this year for Ladbrokes and the operator reported a 25% decline in net revenue from the vertical during its H1 results, with revenue from the vertical falling to £4.2m for the six months ended 30 June.
However in joining the iPoker network Ladbrokes could benefit from improved liquidity and a potential launch of a mobile iPoker client, following in the tracks of bet365 and Winner.
Ladbrokes signed a long-term licensing deal with Playtech in March, giving them access to the software supplier’s full technology suite in a similar deal to the one Playtech previously struck with William Hill.
The first of Playtech’s products to launch on Ladbrokes was a suite of live casino, slots and table games which was added to the bookmaker’s website in July, while Ladbrokes continues to work on a switch to the Playtech-owned Mobenga mobile sportsbook platform.
Ladbrokes’ migration to Playtech has been the cause of significant disruption to Ladbrokes’ digital business.
CEO Richard Glynn admitted that the company had underestimated the disruption while speaking after the operator was forced to issue its third profit warning of the year.
Efforts to terminate the company’s contract with Microgaming prematurely were said to be ongoing, however Glynn admitted an agreement was unlikely considering a number of factors, including the rivalry between Microgaming and Playtech.
Microgaming were unavailable for comment at the time of publication.
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