Ladbrokes Aus launches personalised bet suggestions
Operator's Australia-facing arm uses customers' bet history data to recommend potential wagers
Ladbrokes Australia has launched an innovative, data-driven bet suggestion product which the operator says has the ability to correctly predict which selections customers may like to bet on.
The Featured Bets service, which was launched earlier this week, feeds customers’ betting history data into an algorithm which is then converted into personalised wager suggestions for future events.
The operator said early testing showed the patent-pending technology accurately predicted which selections customers were likely to place a bet on and would be the first in a series of personalised products to be launched this year.
“The Featured Bets product is the first initiative by the Ladbrokes technology team in making use of our extensive data platform,” Gary Shannon, Ladbrokes Australia CTO, said.
“2016 is slated as a big year for Ladbrokes as we expand upon our CRM technologies and the Featured Bets platform is the first of a number of initiatives.
“Our team of analytics experts and developers have produced this market-first, patent-pending technology to gauge our customers’ betting history and make suggestions in line with their betting profile and options they may find interesting,” he added.
Featured Bets will also alert customers to horses they had success with previously should they be running again that day with all suggested bets found within a customer’s bet slip on desktop and in a side bar on mobile.
Ladbrokes CEO Jim Mullen praised the Australia team and hinted that the product could soon be available to customers of Ladbrokes.com.
“Australia is a key focus for Ladbrokes as we continue to implement Plan A which will deliver the organic growth we’ve outlined,” Mullen said.
“The team are renowned for their innovation and their pioneering approach to the marketplace.
“We are keen to integrate the best of Ladbrokes Australia’s work into the wider business and this development is an exciting one which we will be keenly monitoring,” he added.