The Australian division of UK bookmaker Ladbrokes Coral is about to go live with a customizable proposition bets solution.
Ladbrokes Australia confirmed that it has signed a deal with sports betting solutions provider Digital Sports Tech to integrate its “Player Props” offering, which allows players to create and customize their bets based on player performance in a wide array of statistics and sports, including football, American football, basketball, rugby league and Australian-rules football—all in real time, according to the company.
Digital Sports Tech said its software uses a “proprietary algorithm” to “instantaneously analyze each customized beat.” In the future, the company plans to integrate statistical bets, head-to-head bets and combined statistic bets in the product.
The Australia-facing subsidiary of Ladbrokes is the second bookmaker to install the “Player Props” product, following Digital Sports Tech’s first launch with Madbookie.com in June. Outside of Australia, Digital Sports Tech has also launched with Coral in the United Kingdom and Europe in November.
Ladbrokes Australia made headlines in September when it announced that it is shifting its regulatory home to the Northern Territory, which came in the heels of betting exchange Betfair Australia relocating its licensing headquarters from Tasmania to the Northern Territory Racing Commission (NTRC), the licensing jurisdiction of choice for most Aussie online betting operators.
Betfair’s move was a result of a new exchange betting legislation that featured extremely favorable tax and license fees. For Ladbrokes, however, the motivation appears to have been less about savings and more about fearing the fate of the company’s previous licensing jurisdiction. Before it relocated, Ladbrokes.com.au was licensed by the Norfolk Island Gaming Authority, which was stripped of its powers to issue licenses in April. Before its move, a Ladbrokes Australia source told eGaming Review that the “uncertainty” around the NIGA’s future—and Lads’ desire not to piss off those NIGA-hating racing bodies—played a major role in the company deciding to cozy up to the NTRC.
