UK bookmaker Ladbrokes has completed the launch of its long-awaited Playtech-powered digital platform as it looks to unify customer experience across desktop, mobile and tablet devices.

The new platform is designed to combine the operator’s sportsbook product roadmap and development into a single workstream, all unified behind front-end technology supplied by Playtech’s Mobenga subsidiary, and the first omni-channel solution to be rolled out for the operator.

Playtech’s platform is described as being capable of significantly improving the speed and efficiency of product delivery, fulfilling the operator’s ambition to consistently tailor improvements in order to suit the needs of its customers. 

The latest Ladbrokes desktop sportsbook will also be supported by Playtech Sports’ new NGen system, a fully bespoke solution capable of handling large volumes of data across concurrent sporting events and thousands of betting markets.

The adaptive approach to development gives the operator more controls over layouts and faster load times than alternative designs, Ladbrokes said.

The new platform will focus heavily on football ahead of the start of the 2015/16 football season, with a suite of innovations and promotions designed to attract football customers.

These include Ladbrokes’ My Acca function, allowing users to track accumulators in real time, while the 5+ Acca Money Back offer will be relaunched, offering players “unrivalled” value.

“[With] Cash Out now fully established, a compelling football proposition for the start of the new season is at the heart of the digital improvement,” Ladbrokes said.

Development of the new desktop platform began in January this year, with the web and mobile teams integrated into a single workstream last month. Previously Ladbrokes had attempted to develop proprietary mobile and desktop platforms, only for these projects to be scrapped once the operator signed its partnership with Playtech.

“We’ve developed and now delivered this new desktop platform with a combined team approach and in less than a year we have a very strong, joined up sportsbook proposition which we believe is the quickest and easiest customer experience in the market, across all digital devices,” Ladbrokes digital managing director Andrew Bagguley said.

“Delivering this adaptive experience allows us to empower the customer to engage with our digital product however and wherever they want with no experiential compromises for any channel.

“Customers expect a consistent approach and we’re providing it with a single platform. We’ll be releasing new updates to all our digital sites in sync every few weeks,” he explained. “We are experts in sports betting and want to carry on delivering real value to customers with a series of innovations and continual improvements throughout the summer and into the latter part of the year.”

“Playtech has been pioneering in releasing the industry’s first omni-channel products and platforms across bingo, sports and casino," the supplier's vice president of product Liron Snir said. "A fully responsive desktop and mobile front-end solution is just the beginning of much more omni-channel ‘Playtech ONE’ activity we have planned in partnership with Ladbrokes.

“This has been a fantastic project to work on from start to finish with our Mobenga team completing their work in record time. We very much look forward to continuing our journey in partnership with Ladbrokes and helping them with the rapid growth of their digital business,” he explained.

Shares in Ladbrokes plc (Co. Data) (LSE:LAD) were trading up marginally by 0.80 per cent to 118.44 pence per share in London this morning, having dropped 5.32 per cent in trading Monday.