iGaming Business – UK bookmaker Ladbrokes has successfully launched the full range of products from online gaming software supplier Playtech across its digital platform. Ladbrokes said that the move to Playtech was part of a “wider revamping” of the Ladbrokes digital business to give customers a better experience on mobile or desktop for its sportsbook and casino services.
The successful launch has led to the withdrawal of the existing casino software and games portfolio from the Ladbrokes.com and Ladbrokes.dk domains.
Ladbrokes said that as well as adding the Playtech products, it has also made improvements to the ‘Vegas’ tab by introducing new third-party games.
With the transition to Playtech products now complete, Ladbrokes said work will continue on implementing the IMS operating system into its digital business in a move that would enable customers to experience a single wallet.
This is due to be finished in time for this summer’s 2014 Fifa World Cup national football tournament.
“By moving to Playtech product we are giving customers popular and market leading games as well as enhancing our ability to have a single view of their playing habits and a cross product view of player activity,” Ladbrokes digital division managing director Jim Mullen said.
“We have talked many times about the journey to provide customers with the ability to play different products using a single wallet. This enhancement represents another important step towards the creation of a seamless experience for our customers.”
Elsewhere, UK multinational banking and financial services company Barclays has issued an update into how the recent Budget announcement could affect Ladbrokes.
