Ladbrokes, the UK’s largest bookmaker, has appointed a new media agency to modernise its betting shops.
CCG.XM – owned by Bates UK – won a three-way pitch to help transform Ladbrokes’ shop interiors. The deal has nothing to do with Internet betting. CCG.XM European chief executive Mike Crossman says: “We’ll be helping Ladbrokes set up a digital broadcast strategy.”
Although details of the new digital strategy is still under wraps, it is thought to include a new payment method and easier betting for first-timers.
The presentation of information over existing TV screens in Ladbrokes is “unbelievably confusing to the uninitiated,” says Crossman.
The interiors’ revamp is in line with Ladbrokes’ recent testing of a café-style betting shop format, with large, clear windows. The company is trying to broaden its appeal, attracting customers who would not normally visit a betting shop, and fight off the growing number of online betting sites.
CCG.XM, formerly Hyperlink, has also been extending its offer, moving away from websites and into other forms of digital media – most recently an in-store kiosk project for B&Q to highlight its kitchen range. Other clients include the Government, Schering Health Care, Unilever, Shell and Visa.