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.
As reported by iGaming Business, the 2014 Budget included a number of sanctions that would impact the gambling industry in the UK.
Barclays said that while the increase in gaming duty from 20% to 25% had previously been flagged as a risk, it still came as a “big surprise”.
As a result of the rise, it has downgraded its earnings per share estimates by 15% in the 2015 financial year and 17% in the 2016 financial year.
Barclays also said that regulatory risk remains and still assumes a 50% probability that there will be further negative regulations in the form of reduced maximum stakes or increased time between spins.
In addition, Barclays also highlighted the “many unknowns” for the new point of consumption tax in regards to how it will impact the industry.
“We believe there will be increased marketing spend across the sector, and we expect to see industry consolidation as the smaller operators are unable to absorb the extra cost over the next three years,” Barclays said. “Ladbrokes has an excellent brand but the online division is yet to prove itself.”
