Ladbrokes Coral is establishing a new technology hub based in Here East, the former media centre of the London 2012 Olympic Games, in East London's Queen Elizabeth Olympic Park.
The new base, named LC2, will bring together 140 sports product and technology staff from the Ladbrokes and Coral brands, comprising software engineers, analysts, architects and product specialists.
They will be tasked with developing new customer relationship management and electronic point of sale solutions, and a new sportsbook platform.
"With the creation of LC2 our goal is to deliver excellence for our customers by leveraging the best digital technology, to hire the best digital talent to build the best digital future," Ladbrokes Coral chief information officer Graham Calder said. "With our passion for sports, we can't help but be inspired by the great sporting legacy that comes with being a part of the Olympic Park."
LC2 will ultimately act as the product innovation centre for both the Ladbrokes and Coral brands, helping speed up communication, improve accessibility and support new ways of working to grow the overall business, the company said.
"As Here East continues to draw in innovators from more and more sectors, Ladbrokes Coral's new digital product development centre fits well within the campus," added Here East chief executive Gavin Poole.
"Their newly joined up sport-technology team builds on Here East’s reputation as a centre of innovation for established companies and start-ups to collaborate, test new ideas, prototype new products and learn from each other’s expertise."