Ladbrokes begins migration to Mobenga platform
iOS app relaunched yesterday with Android expected to follow on Wednesday
Ladbrokes has begun the migration of its mobile sportsbook customers to its new Mobenga platform with the release of an overhauled mobile app.
Ladbrokes released the updated version of its sportsbook application to iOS customers yesterday and a company spokesperson informed eGaming Review that Android customers are to follow on Wednesday, with the migration expected to be completed by the end of the week.
The app release comes as part of a phased roll-out of the platform, with various features to be added in the coming weeks.
The migration to the Playtech-owned Mobenga platform comes as part of a wider migration to Playtech’s egaming software suite first announced in March this year and now considered integral to rejuvenating Ladbrokes’ poor digital performance.
The successful migration will put Ladbrokes ahead of schedule having previously announced its intention to complete the switch by 2014.
The UK bookmaker said it had responded to user feedback and introduced a new “faster, cleaner, simpler” application that introduces new features and functions, with push messaging the most notable inclusion.
Push messaging has come to be the most important CRM tool for operators on the mobile platform, with most of Ladbrokes rivals already incorporating the technology.
A new ‘quickbet’ function allows users to place a single stake in three clicks, with selected sporting events brought forward to a highlights tab on the front page of the app.
The in-play betting function has also been revamped while the bet slip has been amended to make it easier to use.
Ladbrokes tasked mobile development agency Chelsea App Factory with the development of its Mobenga platform last month having identified a need to accelerate its progress, while Andrew Bagguley joined as new mobile and devices director two weeks ago to lead the new mobile development hub.
Ladbrokes also released mobile and tablet-optimised versions of its new exchange product last week.
In other news:
– Ladbrokes to leave Microgaming for iPoker this month