UK bookmaker Ladbrokes has launched a series of new products and features as it looks to promote its multi-channel offering to football bettors following the start of the new Premier League season at the weekend.

Among the new releases is what Ladbrokes claims to be the first multi-channel bet status tracker, which allows players to check the status of a retail bet online and via mobile.

Accumulator bets placed in store can also be tracked on digital devices using the online portal for the operator’s loyalty programme The Grid, with the solution designed to align the online and retail experience, without the need for multiple apps, Ladbrokes explained.

Those with a Grid card can also now use the retail cash-out feature on their digital devices without having to return to the shop, using the Acca links on the Grid site.

“Developing a multi-channel offering is one of our key strategic pillars and our focus is very clearly on attracting football customers at this critical time,” Ladbrokes director of commercial operations Nick Zajdel said. “When we unveiled our single digital platform last month we promised a series of improvements and a focus on football and a 'One Ladbrokes' experience for retail customers as well."

Zajdel said that the facility to check the status, or to cash-out of a bet placed in one of Ladbrokes' shops via mobile whilst players are out and about "will add to the excitement we all enjoy on a busy day of football."

"We're making that experience seamless as we know that Saturdays can often be a busy time," he continued. "We know that customers need an exciting experience when they're using our products - no matter what the platform - and we're now beginning to join a lot of the dots to create what we believe is an unrivalled multichannel experience."

Launched in May this year, The Grid offers retail players a range of benefits such as special offers and free bets, discounts on cinemas and leisure activities, as well as the chance to win trips to various events by playing machines or placing bets in shops.