Ladbrokes has strengthened its mobile sports product with the addition of a new football accumulator tracker that allows customers to monitor their single-line football multiples in real time.

The My Accas feature displays each multiple and tells players whether they are winning or losing in each match with live score updates.

Ladbrokes director of mobile and devices Andrew Bagguley explained that enabling customers to track their football accumulators live is a “real step-change” for the industry.

“My Accas is another industry-first for Ladbrokes on mobile, after the introduction of the fixed price Yes/No coupon to digital platforms in the summer,” he said.

“We've introduced a market switcher feature too, making it easier for customers to build their football accumulators - and as they follow their bets, while matches are in progress, we've incorporated bet-in-play to add a further dimension to the betting experience,” Bagguley added. “These developments have been built on the success of the live visualisations, enhanced scoreboards and timelines we introduced for football customers at the end of last season.”

The launch of My Accas is intended to help drive mobile growth, with the operator describing the mobile sportsbook as “the engine” behind its online growth.

In the first half of this year, Ladbrokes has seen amounts wagered on mobile increase by 114 per cent year-on-year to account for 46 per cent of total sports stakes, with the company stating that desktop is now" complementary to mobile rather than the lead driver of growth”.

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