Ladbrokes launches acca editing tool
Edit My Acca enables customers to remove selections from footy multiples even when legs are in-play
Ladbrokes has launched an “industry-first” feature which enables customers to edit their unsettled football accumulator bets, even when their selections are in-play.
Edit My Acca, which was soft launched last week, gives punters the opportunity to reduce the numbers of selections contained within their multiples, meaning customers can remove a team which looks likely to let them down.
“Football accumulators are by far the most popular sports multiple,” Dipen Nagda, Ladbrokes head of digital product, said.
“We already offer an industry-leading insurance offer and acca tracking service. By launching Edit My Acca we are providing customers with another unique and highly engaging feature, giving them more control,” he added.
The feature, which was developed in collaboration with Playtech and implemented by OpenBet, is a nod to Ladbrokes’ customer-centric innovation strategy, which forms part of CEO Jim Mullen’s three-year growth plan.
The product works using the operator’s cash out technology. If a customer decides to remove a leg of their accumulator, the current bet is settled behind the scenes using cash out with the returned sum then reinvested on the reduced leg multiple.
Playtech Sports strategic advisor Ian Chuter described the product as a “game changer” for the sportsbook industry.
“If one or two legs of your acca aren’t doing so well you can remove them and extend your chances of winning, all while matches are in progress,” he explained.
Ladbrokes said the product had already proved popular, with more than 5,000 customers using the feature during what was a relatively quiet footballing weekend.
OpenBet CEO Jeremy Thompson-Hill said the launch underlined the supplier’s commitment to innovation and ability to integrate new products via its platform.
“Ladbrokes’ customers will love the new feature, which gives them greater flexibility on their accas, and we look forward to working alongside our partners on more innovative sportsbook products in the future,” Thompson-Hill added.