Ladbrokes’ chief marketing officer Kristof Fahy is preparing for his first major test at the operator with Euro 2016 on the horizon. Here he explains to Gaming Intelligence his plans for establishing Ladbrokes as the first choice for consumers.

After years of underperformance Ladbrokes has finally begun to show signs of recovery under chief executive Jim Mullen. In the first quarter of the year the operator posted an 11 per cent increase in net revenue, driven by a 36.5 per cent rise in iGaming income.

Considering its main rival William Hill bemoaned new social responsibility controls and a difficult Cheltenham Festival for an 11 per cent year-on-year decline in Q1 revenue, Ladbrokes appears to be returning to growth at just the right time. Its software deal with Playtech is finally beginning to pay off, while its impending merger with Gala Coral will create an industry giant capable of overshadowing its oldest foe.

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