UK bookmaker Ladbrokes has announced the re-launch of its online casino through its partnership with Playtech, completing its migration to the iGaming solutions provider.
The launch completes the operator’s migration to Playtech’s range of products, with its poker, live dealer casino and bingo offerings having already been moved following the launch of the Vegas tab in July last year.
Ladbrokes has replaced its previous Microgaming-powered casino software and games with a suite of Playtech products on its dot.com and Danish-facing dot.dk sites.
The company has also made a series of improvements to its Vegas games tab, launching a selection of third-party games.
Ladbrokes managing director of digital Jim Mullen said that by migrating its offering to Playtech the operator was giving customers access to popular games, as well as allowing the operator to have a single view of users’ playing habits and activity across all products.
Customers with bonus balances from Microgaming’s products will have these bonuses credited for use on the new Playtech products, the company said.
With the company having finished the transition to Playtech products, focus has now shifted to integrating the supplier’s IMS operating system, in order to offer a single wallet for all products.
Work is scheduled to be completed before the start of this summer’s football World Cup.
“We have talked many times about the journey to provide customers with the ability to play different products using a single wallet,” Mullen explained. “This enhancement represents another important step towards the creation of a seamless experience for our customers.”
Shares in Ladbrokes plc (Co. Data) (LSE:LAD) have gained 2.21 per cent to 133.69 pence per share in London this morning, while shares in Playtech plc (Co. Data) (LSE:PTEC) are up marginally by 0.29 per cent to 680.00 pence.