Lads to launch new in-play product
Ladbrokes is going to launch a new and improved version of its in-play betting product, John O'Reilly told eGR.
Ladbrokes is to launch a new and improved version of its in-play betting product, its departing head of remote gaming has told EGRMagazine.com.
The new product will be launched in phases with the first part available in two months’ time, said John O’Reilly, who earlier this month announced his departure after 18 years at the company. “In-play is a real area of growth”, he said.
O’Reilly said the product will “significantly increase the range of events and the depth of markets we offer,” with “more matches, more sports and more markets within them”.
He said that the development involves “investment in new applications, new technology, additional event feeds (automated feeds from events both pre and in-play) and people.” He would not reveal how much had been spent on the new in-play development.
O’Reilly described 2010 as the “year of the mobile” and said that Ladbrokes had taken “a greater volume of bets on wireless than on telephone during the World Cup. Betting turnover has doubled year-on-year on mobile, said O’Reilly.
Ladbrokes’ future strategy will focus on international growth in regulated markets including France, where it recently signed a deal with Canal+. As part of the deal, Ladbrokes has agreed that whilst it is a shareholder in the company and for two years after, it will not operate any other egaming business in France.
Ladbrokes is also “close” to acquiring an online licence in Spain and has submitted an application for an online licence in South Africa, O’Reilly added.
Following a recent announcement that 180 UK retail outlets would also act as call centres Ladbrokes is also planning to make more of its shops take telephone bets. O’Reilly said that 220 shops in total would take telebets by October this year with up to 80% of call volumes for the division handled by bricks and mortar premises. The remaining calls would still be handled by call centres.
O’Reilly added that Ladbrokes was planning to test its telebetting operation in order to monitor customer response to local agents.