Ladbrokes Exchange launches on mobile and tablet

Ladbrokes has launched mobile and tablet-optimised versions of its new exchange product one month after the desktop version was introduced.

The new launches come as part of a wider upgrade package including minor bug fixes, with additional features to the exchange expected to be added early next year.

A “major piece of innovation” was removed from the product’s initial launch ““ originally scheduled for Q1 2014 ““ which enabled Ladbrokes to release the product ahead of schedule.

Ladbrokes announced its intention to challenge Betfair’s dominant position in the exchange market following its acquisition of Betdaq earlier this year, with Betdaq continuing to operate as a pure exchange product.

Ladbrokes has looked to enhance its mobile offering in recent weeks following criticism it had failed to replicate the levels of mobile growth rival operators had seen.

The UK bookmaker recently entered into a partnership with UK-based mobile apps developer Chelsea Apps Factory in order to accelerate the development of its mobile products before launching game supplier Net Entertainment’s portfolio of Touch mobile casino games.

Andrew Bagguley joined Ladbrokes as mobile and devices director last week having led Deutsche Telekom’s mobile strategy for more than two years, and has been tasked with leading the operator’s new mobile development hub.