вторник, 26 марта 2013 г.

Ladbrokes strikes online game deal with Playtech - E & T Magazine

The partnership with Playtech, which has already played a big role in the digital growth of rival William Hill, will see the launch of a new "Vegas" tab on Ladbrokes.com later this year.


The bookmaker said the tie-up with the gaming software firm represented the next phase in the re-invigoration of its digital business.


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The agreement, which is for an initial five-year period, builds on Playtech's existing relationship with Ladbrokes, through which it provides bingo and Videobet technology for its betting shop gaming machines.


Commenting on the agreement Ladbrokes CEO Richard Glynn said: “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, an area in which Playtech has a proven track record.


“The formation of a new, Ladbrokes owned, ecommerce and digital marketing services function, in addition to an expansion of our existing product relationship is a material development. This relationship will accelerate our progress in a sustainable way over the next five years and beyond.”


As part of the deal, Ladbrokes is creating a new ecommerce and digital marketing services operation, to be based in Israel.


Isle of Man-based Playtech was founded in 1999 and has more than 2,500 staff working on gaming applications in casino, bingo, poker and sports betting. It recently raised ?424 million by selling the 29 per cent stake it held in William Hill's digital operation.


Its chief executive Mor Weizer said: "Ladbrokes is one of the largest and most respected brands in the betting and gaming industry, and we are delighted to have secured the opportunity to play an important role in accelerating the growth of its digital business."


Playtech will receive payments based on the pace of growth in Ladbrokes' digital business. The bookmaker's shares were 6 per cent higher following today's announcement, while Playtech was 3 per cent higher.


Ladbrokes generated operating profits of ?31 million from its digital arm last year, having fallen behind rivals such as William Hill. It has focused on growing its online sportsbook, which helped revenues rise 9 per cent to ?178.1 million in 2012.

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