Ladbrokes to create new digital marketing arm

Ladbrokes is to create a new e-commerce and digital division following a two-part deal with software firm Playtech, as the bookmaker aims to reinvigorate its online marketing strategy.

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The deal, announced earlier today (March 11), will see the formation of a new e-commerce and digital marketing services operation, to be based in Israel and integrated with the company’s existing digital teams in London and Gibraltar.

Ladbrokes’ new team will use Playtech’s software to bolster online revenues as part of the two-part agreement, which will also see the bookmaker launch a suite of casino games via a “Vegas” tab on Ladbrokes.com.

Third parties will be able to launch services on Ladbrokes’ website through the tie-up, which will also see it migrate towards Playtech’s download casino and poker products.

Richard Glynn, Ladbrokes CEO, says: “Ladbrokes has made significant progress over the past two years by investing in our core technology, revitalising our brand and making our customer offer more competitive.

“The next phase of this reinvigoration will see us work closely with Playtech to increase customer lifetime values through enhanced CRM.”

Speaking at an IAB event hosted in November last year, Andy Lettings, Ladbrokes head of new channels, told attendees the company was a “mobile first” outfit.

“Mobile is really important because our demographic is becoming younger and we’re increasingly bringing new blood into the business…the new customers that come in are not customers that come in to our shops,” he said.

He further added that iPhone customers in particular provide greater value to the bookmaker and revealed plans to launch a bespoke Ladbrokes iPad app plus its ambitions of introducing NFC-based services.

Meanwhile, rival bookmaker William Hill, which is a joint venture partner with Playtech in its William Hill Online (WHO) business – the software company owns a 29 per cent stake – is said to be in the process of attempting to buy the Israeli firm out of the partnership.

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