Ladbrokes has launched its new Playtech-powered desktop platform, providing the easiest customer experience across web, mobile, tablet and other devices.
The single Playtech-developed platform is designed to combine its sportsbook roadmap and development into a single work-stream with one front-end technology provider (Mobenga), deployed across key digital devices, improving speed and efficiency of product delivery.
The latest Ladbrokes desktop sportsbook will also be supported by Playtech Sports’ new NGen system, a fully bespoke solution capable of handling large volumes of data across concurrent sporting events and thousands of betting markets.
The new platform will also focus on football ahead of the start of the 2015/16 English Premier League season, with a suite of innovations and promotions designed to attract football customers.
Ladbrokes began the work on its new desktop platform in January before completing the integration of the web and mobile teams into one single work-stream in June and has promised more developments in the coming weeks.
“We’ve developed and now delivered this new desktop platform with a combined team approach and in less than a year we have a very strong, joined up sportsbook proposition which we believe is the quickest and easiest customer experience in the market, across all digital devices,” said Ladbrokes Managing Director Andrew Bagguley. “Delivering this adaptive experience allows us to empower the customer to engage with our digital product however and wherever they want with no experiential compromises for any channel.
“Customers expect a consistent approach and we’re providing it with a single platform. We’ll be releasing new updates to all our digital sites in sync every few weeks. We are experts in sports betting and want to carry on delivering real value to customers with a series of innovations and continual improvements throughout the summer and into the latter part of the year,” Bagguley added.
Playtech became the first to benefit from the ala Coral-Ladbrokes merger as it is set to receive £75m under a new marketing services and provisions agreement arranged with Ladbrokes Plc; £40m of the sum by way of a share issuance in Ladbrokes/Coral and a further £35m in cash upon the delivery of operational milestones within three years of the merger completion.