Ladbrokes Aus offers daily odds boost of choice
Customers can apply price enhancement to any selection of their choosing thanks to new product launch
Ladbrokes Australia has expanded its range of innovative products after launching a new wagering feature that enables customers to enhance the price of any selection of their choosing.
Odds Boost, which was unveiled on Tuesday, gives customers the ability to increase the odds of one selection per day, with the bonus feature refreshed at midnight each night.
An Odds Boost button appears on the bet slip beside customers’ selections and when activated will make the price of that selection instantly increase. Customers are able to stake up to a maximum of AU$1,000 (?518) on a boosted selection.
The product has been made available across all thoroughbred, greyhound and harness racing markets and will be rolled out to incorporate all sports and special bets in the not too distant future.
Ladbrokes Australia chief executive Dean Shannon said Odds Boost handed customers “full control” over which market to apply a boost to, in contrast to pre-selected price enhancements pushed out by most bookmakers.
“Most punters will have a special or a horse they have been following and the Odds Boost is a way our clients can maximise their opportunity on that selection,” Shannon said.
While the product has the potential to attract arbitrage money, the firm said it had “sophisticated systems to detect and deter” such behaviour and anyone found to behave “outside the spirit of acceptable use” would have their account closed.
Odds Boost is the latest in a line of new products developed by Ladbrokes’ Australian team with recent launches including Featured Bets, InfoHub and the newsagent Cash In service.
“We are focused on giving our clients more and trying to create a more positive experience,” Shannon said.
“Since we launched we have strived to offer our clients a unique experience with products like the Ladbrokes Card, and more recently the InfoHub product for mobile. Odds Boost is another product that sets us apart,” he added.
The Odds Boost product is being pushed via a new marketing campaign, including TV adverts starring Australian actor Gary Sweet.