Marketing News

UK bookmaker Ladbrokes has released a new mobile sportsbook which has been developed in partnership with Playtech subsidiary Mobenga, with the product now available in the Apple App Store.

The new mobile sportsbook features a new interface and navigation menu, and has been developed using “the latest technology, to ensure high performance, speed and reliability,” according to Ladbrokes.

It also comes with an easy-to-use betslip, live streaming of horse racing and a quickbet feature, allowing customers to quickly place single bets. The app also allows Ladbrokes to communicate directly with customers through push marketing, sending out “relevant and timely offers” directly to the app user’s device.

The operator’s managing director of digital Jim Mullen said that mobile remained “a massive opportunity for Ladbrokes.”

“Customers have increasingly high expectations on what they want from the mobile product,” he explained, adding that “the new sportsbook product on the Mobenga platform is a key part of our response.”

Mullen continued by describing the full sportsbook launch, following a limited release in August, as “a significant step on the journey of [the company’s] digital offer,” noting that work on developing a single wallet solution for mobile devices, as well as migrating its mobile casino offering to Playtech, was also underway.

Once this process is completed, Mullen concluded that Ladbrokes “will be in a position to mobilise our business, compete effectively and grow our offer.”

The launch of the sportsbook product on the Mobenga platform followed an attempt to develop a proprietary offering alongside a new online sportsbook product, with the company investing heavily in the project.

However, it was subject to repeated delays, with mobile development all but scrapped after Ladbrokes signed a software partnership with Playtech in March this year.

The company has also sealed a partnership with mobile specialist Chelsea Apps Factory (CAF), in a bid to accelerate the development of new and innovative features for its mobile offering. LAdbrokes added that CAF's remit is to "constantly innovate, measure and improve" the Ladbrokes mobile offering.

Shares in Ladbrokes plc (Co. Data) (LSE:LAD) are trading up 0.69 per cent at 175.60 pence per share in London this morning.