Mobile now larger than desktop for Ladbrokes
Chief executive Richard Glynn talks up mobile growth as it aims to be a market leader on the platform
Ladbrokes chief executive Richard Glynn has talked up the growth in the bookmakerâs mobile business after it was revealed that mobile produced the majority of digital revenue during June 2014.
Around 60% of total turnover for June was derived from mobile devices, up from around 30% in November 2013, and Glynn said his firm wanted to be among the market leaders in what he termed as the ânew consumer battlegroundâ.
Mobile stakes for H1 2015 were up 105% year-on-year, driven by a 75% increase in active users and a 14% increase in the operatorâs conversion rates with the operatorâs Mobenga mobile sportsbook performing particularly well during the summerâs World Cup.
Almost two-thirds of total stakes throughout the tournament were made on mobile devices, equivalent to approximately £72.6m.
Glynn said that Ladbrokesâ mobile products âoffered the greatest opportunityâ for operators and were an âengine of growthâ moving forward, heralding the updates and new product launches made in anticipation of the World Cup in June.
Central to these upgrades has been the addition of a number of new payment options such as Paypal, which is now responsible for 30% of new deposits on the platform.
The operator is now turning its hand to mobile gaming, with Glynn stating the potential to cross-sell its mobile sportsbook customers into its mobile gaming offerings as central to future growth for the platform.
Glynn also hinted at what may be to come on mobile, indicating that more personalised and targeted offers would be used to encourage enhanced play in a similar move to those new William Hill chief executive James Henderson hinted at during his firmâs H1 disclosure earlier this month.