In a market-first, Ladbrokes’ new Playtech Sports HTML5 solution will significantly boost its sportsbook performance and optimisation capabilities ahead of the forthcoming English Premier League season.
It will offer players an unrivalled and personalised mobile and desktop experience in line with ‘Playtech ONE’, the cutting-edge omni-channel solution that allows customers to play any content, across any channel and is responsive to any device using one account and one wallet.
This is the second Playtech omni-channel HTML5 product rollout with several others due later this year. Earlier this month Playtech Bingo launched the industry’s first HTML5-only platform with a number of key licensees in the process of migrating to the new solution.
Playtech Bingo’s move to HTML5-only means it operates from one code base, increasing the number of software and content releases and enabling players to have a true omni-channel look and feel offering across both desktop and mobile.
The latest Ladbrokes desktop sportsbook will also be supported by Playtech Sports’ new NGen system, a fully bespoke solution capable of handling large volumes of data across concurrent sporting events and thousands of betting markets.
Playtech, under its Mobenga subsidiary, first partnered with Ladbrokes in May 2013 launching its mobile sportsbook platform in December of that year and completing the integration of Playtech Casino and all its digital products onto the market-leading IMS platform in April 2014. This has since allowed Ladbrokes to market effectively to its digital customers and significantly boost its online and mobile revenues.
The front-end desktop-mobile solution project began in January this year and has been completed in record time.
Since its launch on the Playtech Sports mobile platform Ladbrokes mobile sportsbook has gone from strength-to-strength with staking up 110% and active users up 62% for the year ended December 31st 2014.
The HTML5 omni-channel front-end is the first of several releases with the next in the autumn. It contains a number of new and exciting features designed to significantly boost the current user experience. These include:
- New, dynamic layout with faster and easier navigation when searching for, and clicking on, the events and markets punters want to bet on
- New football and horse racing homepages that allow players to switch from league-to-league, match-to-match and race to race in a single-click
- New in-play enabling players to watch live and simultaneously access a variety of markets
- New ‘My Accas’, a personalised accumulator feature allowing punters to bet in-play on multiple markets, follow their bet progress in real-time, or choose to cash-out early
- New quick links enabling customer’s immediate access to sporting highlights, price boosts and offers
Liron Snir, VP Product, Playtech, said: “Playtech has been pioneering in releasing the industry’s first omni-channel products and platforms across bingo, sports and casino. A fully responsive desktop and mobile front-end solution is just the beginning of much more omni-channel ‘Playtech ONE’ activity we have planned in partnership with Ladbrokes.
“This has been a fantastic project to work on from start to finish with our Mobenga team completing their work in record time. We very much look forward to continuing our journey in partnership with Ladbrokes and helping them with the rapid growth of their digital business,” Snir added.
Andrew Bagguley, Ladbrokes Managing Director, Digital said: “We’ve developed and now delivered this new desktop platform with a combined team approach and in less than a year we have a very strong, joined up sportsbook proposition which we believe is the quickest and easiest customer experience in the market, across all digital devices.
“Delivering this adaptive experience allows us to empower the customer to engage with our digital product however and wherever they want with no experiential compromises for any channel.
“Customers expect a consistent approach and we’re providing it with a single platform. We’ll be releasing new updates to all our digital sites in sync every few weeks. We are experts in sports betting and want to carry on delivering real value to customers with a series of innovations and continual improvements throughout the summer and into the latter part of the year,” Bagguley added.