Alongside confirmation of its proposed merger with Gala Coral, Ladbrokes has revealed an aggressive marketing-led plan to grow its recreational customer base and build scale as it looks to generate at least 30 per cent of its overall revenue from its digital division by 2017.

The wide-ranging strategy is part of CEO Jim Mullen’s strategy to grow the business before the merger discussions began. It will see the operator look to improve its recreational online sports betting customer base, boost UK retail footfall, deliver multi-channel growth in the UK market, and accelerate Ladbrokes Australia’s revenue growth.

“Today I am announcing an aggressive three year investment programme to build our UK Retail, Digital and Australian recreational customer base,” Ladbrokes CEO Mullen said. 

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