Marketing News

UK bookmaker Ladbrokes has launched a new live dealer service, the latest product to be released under its partnership with online gaming provider Playtech.

The launch is the latest milestone in Ladbrokes' plan to migrate to Playtech's full range of gaming products, which the company said was “on track to complete” ahead of the 2014 World Cup. now features a range of Playtech-powered live dealer games, including roulette, blackjack, baccarat and casino hold'em. The live casino is streamed from Playtech’s studio in Latvia and filmed 24/7, and is also available for iPad users.

The operator currently has six live dealer tables on offer, with players able to take part in two games of roulette in its Dual Roulette game, as well as play a side game while playing on a live casino table.

Playtech will provide back office systems for the product, which support targeted bonusing and improvements in customer service for Ladbrokes customers. Ladbrokes will also increase the number of live dealer tables available to customers from its previous live dealer service from Evolution Gaming.

Ladbrokes Digital managing director Jim Mullen said: “Playtech live dealer further extends the range of Playtech's market leading products available to Ladbrokes customers.”

The launch follows the delivery of the Vegas tab of casino games in July, the Mobenga sports betting mobile app in December and the launch of Playtech Poker on Ladbrokes’ gaming site just before Christmas.

“It is another important milestone for our digital business,” added Mullen.