UK bookmaker Ladbrokes has launched a number of new features for its mobile offering with further features to be rolled out in the lead-up to this month's football World Cup.

The features were developed by the operator’s innovation lab, and allow customers to deposit using PayPal, while the services are now available for Blackberry and Windows phones. Ladbrokes has also added in-play match data, statistics and timelines to its offering.

The launch of PayPal as a payment option is designed to cater to the 30 per cent of mobile customers that use the service as their main deposit channel.

Ladbrokes director of mobile and devices Andrew Bagguley commented that the company was committed to delivering the best possible mobile sportsbook experience by focusing on features and services that will appeal to customers.

“Speed, access and availability of service is paramount to us as is the very clear focus to embrace new platforms and partnerships such as we have with Microsoft Windows 8.1 and IE11,” Bagguley explained. “We are in the last stages of World Cup preparations and are looking forward to leading the innovation through the tournament.”

A range of new features have already gone live since the offering relaunched on Playtech's Mobenga platform, including real-time video streaming and an automatic login, while Ladbrokes has also launched personalisation features such as a quick betslip, quick deposit, and an option for customers to choose their start pages.

The operator has added Racing Post race card content, live streaming, yes/no coupons and special modules for festivals, while it claims that cross-sell into the company's gaming products has been enhanced.

The roll-out of new features will continue in the run-up to this summer’s football World Cup, due to start later this month.

Shares in Ladbrokes plc (Co.Data) (LSE:LAD) dropped 1.10 per cent in trading early Tuesday to 152.80 pence per share in London.

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