Ladbrokes has claimed an industry first with the launch of a new gamification rewards system that offers customers cash bonuses for playing their favourite games.

The gamification project soft launched this month and allows players to collect coins that can be traded for scratchcards, with each card offering a guaranteed cash reward.

Players are automatically enrolled into the promotion, named the Ladbrokes Life Adventure, in keeping with the operator’s current brand campaign.

Ladbrokes digital chief operating officer Pablo Grunbaum said he was delighted to be launching the new initiative.

“Our new rewards scheme is the most innovative and ambitious in the gaming industry and we are looking forward to introducing it across our full range of products in time.”

The company plans to implement the reward scheme across all product verticals, including sports betting, bingo, poker and the operator’s Vegas suite of games.