William Hill and Ladbrokes: competence on the continent?
Speaking to William Hill and Ladbrokes recently, it has been interesting to note their different approaches when it comes to expanding outside the UK...
SPEAKING TO William Hill and Ladbrokes recently, it has been interesting to note their different approaches when it comes to expanding outside the UK.
William Hill terminated its joint offline venture with Codere in Spain in May, essentially because it couldn’t get volume up quickly enough. Also with Codere and for similar reasons, Hills did the same in Italy last year.
Ladbrokes meanwhile is carrying on in its joint venture with Cirsa in both Italy and Spain, although Ladbrokes latest trading update did mention its Spanish growth would depend on how quickly regulation in the regions outside Madrid would allow it to open outlets. What this also brings into relief is the difference in approach between the two betting and gaming giants.
Ladbrokes is notoriously cautious and somewhat paradoxically hasn’t made its presence felt in France or even made noises about acquiring an egaming licence there. This is because it wants to see how the market develops once regulation kicks in early next year. Which is fair enough, but it does make one wonder if it is in danger of leaving it too late, as competitors like Bwin and Unibet continue to market and build up their brands there.
At the same time, Ladbrokes is continuing with the land-based approach in Spain and Italy, which can’t be cheap and much depends on how quickly it can get up and running.
Meanwhile William Hills’ deal with Playtech effectively means it is going full pelt down the pure online route ex-UK. In addition, and despite the carping from some corners, the affiliates it got through the Playtech agreement : provide it with enhanced access to potential customers in non-UK markets.
It’s too early to say whether Hills has turned the tide or which of the two will have the stronger online division, or whether Ladbrokes has failed to take full advantage of Hills’ time in the egaming wilderness. But both companies are clearly following different models: time will tell which proves the most successful.
This article first appeared in the June edition of eGaming Review.
For more on William Hill, see our interview with William Hill Online chief executive Henry Birch.