GVC completes MyAffiliates integration with Ladbrokes Australia
Chief digital officer Chris Ward says using Ladbrokes’ own affiliate software had become “increasingly difficult to justify”
GVC Holdings has integrated the MyAffiliates platform onto its Ladbrokes online business in Australia, the operator announced today.
MyAffiliates is the online affiliate marketing software used by sports betting operator Neds, which was acquired by GVC in November 2018.
The London-listed operator migrated its Bookmaker and Betstar brands onto the MyAffiliates platform in April this year, and the Ladbrokes integration will complete the process.
Ladbrokes Australia’s chief digital officer Chris Ward said: “MyAffiliates had been a key partner in the successful launch of Neds.
“Ladbrokes had built their own affiliate marketing software in the past, but the resourcing required to maintain and improve our internal software had become increasingly difficult to justify with such a cost-effective multi-brand solution available through MyAffiliates,” he added.
In May, Ladbrokes Australia CEO Jason Scott pledged to migrate the entire Ladbrokes business onto the Neds technology stack before its eventual transition onto GVC’s proprietary technology.