London-listed gaming technology provider Playtech has integrated its self service betting terminals (SSBTs) with Ladbrokes’ player management platform, enabling omni-channel single account functionality across the entire Ladbrokes UK estate.

The SSBT integration with the Playtech IMS player management system was the final element in the Ladbrokes omni-channel platform integration plan, with the bookmaker’s customers now able to use one account and wallet for all online, mobile and retail transactions.

“Today is a landmark in the evolution of our sports betting products at Playtech and we’re delighted to have completed the work with Ladbrokes,” said Playtech BGT Sports chief executive Armin Sageder. “The work the sports team has done for the last year to 18 months to unify both the retail and digital platforms and integrate it with IMS will generate further significant growth with operators from regulated and newly regulated markets seeking to implement our leading single wallet sportsbook offering.”

Playtech first pioneered the use of omni-channel gaming with UK bookmaker Coral in 2014, enabling the operator to offer and promote any product across any channel and device. Two more clients, Portugal’s Sociedade de Apostas Sociais (SAS) and Hpybet, will be the next operators to go live with the new fully integrated sportsbook.

“The collaboration between Ladbrokes Coral and Playtech BGT Sports to integrate SSBTs to the Ladbrokes omni-channel platform is the final piece of the jigsaw,” said Ladbrokes Coral Group retail commercial director Richard Lang. “The integration will further support the objective of delivering a true omni-channel experience to our customers across all retail touch points.

“This is a really exciting development for the product and will help us deliver growth. This development has been 18 months in the making and one that I am sure will be welcomed by our customers.”

Shares in Playtech plc (LSE:PTEC) were trading up 1.12 per cent at 773.60 pence per share in London Thursday morning.