UK bookmaker Ladbrokes entered into an agreement with UK-based mobile specialist Chelsea Apps Factory to create a single dedicated resource to accelerate the development of its mobile offering.

Ladbrokes will co-locate its mobile sportsbook team with a Chelsea Apps Factory team in London, with a remit of improving the mobile product, analysing customer behaviour and embracing technological development.
 
The initial impact will be targeted around next year’s football World Cup and beyond, and will complement Ladbrokes move to Playtech’s Mobenga mobile platform.  

Jim Mullen, managing director of Ladbrokes Digital, said: “With our move to the Mobenga platform on track and imminent, we need to ensure our mobile offer stays relevant for the customer in a rapidly evolving market.
 
“In teaming up with expert partners, we are taking the best in the market and applying them solely on the Ladbrokes product with a remit to constantly innovate, measure and improve our product. Customer expectations of the mobile experience are growing rapidly and we need to meet and exceed them to maximise value in this growing market.

“This is another step in the journey of our digital offer and with the World Cup in the summer likely to be the most competitive sporting event on mobile ever, we are acting now to ensure we are in great shape to attract and retain customers to our site from the World Cup and beyond,” said Mullen.

Chelsea Apps Factory was founded in May 2010 and has worked with leading brands across all sectors including Deloitte, Allen & Overy, Waitrose, Marks & Spencer, PWC and William Hill.

“We have been delivering in this space for some time and have helped many companies begin on their journey through the rapidly evolving mobile world by developing applications that are unique, exciting and engage the end user,” said Mike Anderson, CEO of Chelsea Apps Factory. “In teaming up with a brand as powerful as Ladbrokes and in co-locating a dedicated team we can see an opportunity for the Ladbrokes brand to really punch above its weight in the market.”

Shares in Ladbrokes plc (Co. Data) (LSE:LAD) were trading up by 1.97 per cent in London this morning at 176.00 pence per share.

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