BUSINESS

Ladbrokes soft-launch Sportium, take Exchange mobile, appoint new Belgian head

TAGs: Belgium, CIRSA, Ladbrokes, ladbrokes exchange, spain, Sportium

ladbrokes-exchange-sportium-belgiumUK betting operator Ladbrokes undertook a soft launch of its revamped Spanish-facing Sportium joint venture this week. In September, Lads had suggested the online sports betting and casino joint venture with Spanish operator Cirsa would launch Oct. 1, but difficulties stemming from Lads’ online migration to its new home on a Playtech software platform apparently gummed up the works. eGamingReview reported that the ongoing Playtech migration would also limit the soft launch to Cirsa customers only, with customers at Lads Spanish-facing Lbpuestas brand eventually being shifted over to Sportium once Playtech finally finishes rotating Lads’ tires.

Lord knows Lads’ shareholders haven’t had much to cheer about lately, what with multiple profit warnings pushing the stock down from its 243p peak in March to just 168p on Wednesday. But Lads had some good news to announce this week, having expanded the reach of its new exchange betting product to the mobile realm. The Ladbrokes Exchange made its debut last month as a separate client on the network of Betdaq, the exchange betting operator acquired by Lads early in 2013. Lads has now rolled out two mobile versions of its exchange, one for smartphones and another for tablets.

In yet more cheery Lads developments, Alexis Murphy has been appointed to lead Lads’ charge into Belgium’s online gambling arena. Lads, which operates around 270 retail betting shops in Belgium, is reportedly aiming to take their action online early in the new year. Murphy, a Betdaq and Tote Ireland alum who joined Lads in May, will replace Ladbrokes Belgium managing director Alan Smith, who’s set to retire next year after a nearly three-decade stint running the store.

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