Ladbrokes launches Playtech-supplied casino tab
Online casino and games suite is first launch following agreement with Israeli software supplier
Ladbrokes has released a new casino offering provided by Playtech in the first major update since the operator signed a licensing agreement with the Israeli supplier to overhaul its egaming operations in March.
The Vegas tab, which offers Playtech-supplied live casino, slots and table games across Ladbrokes’ online, mobile and tablet platforms, went live today. It is the first addition to Ladbrokes’ gaming suite since it announced a long-term licensing deal with Playtech in March this year.
Ladbrokes CEO Richard Glynn spoke of the company’s delight over the launch of the offering. “This, together with the establishment of Ladbrokes Israel which was formed in May has seen us take a considerable step forward in our digital capabilities with further enhancements to come in the coming months,” he said.
Playtech CCO Shay Segev said, “The unique capabilities of the tab, which is supported by Playtech’s IMS solution, will deliver significant benefits to Ladbrokes, enabling them to maximise lifetime player values.”
Lads will take on further products from Playtech over the course of the agreement, which is set to last a minimum of five years, including moving its poker room to the iPoker network. The deal will also see the UK-based operator receive advisory services from Playtech’s marketing and services subsidiary PT Turnkey Services (PTTS).
Lads joined forces with Playtech after its digital division witnessed a 39% reduction in operating profit in its last financial year, and the software provider’s chief executive Mor Weizer said the Gibraltar-licensed operator could become one of its top three licensees.
“Ladbrokes is one of the largest and most respected brands in the betting and gaming industry, and we are delighted to have secured the opportunity to play an important role in accelerating the growth of its digital business,” Weizer said at the time.