Ladbrokes launches Playtech live dealer service
Operator still confident of completing full Playtech migration in Q2 as latest "milestone" reached
Ladbrokes has launched a suite of Playtech-developed live dealer games, the latest in a range of product rollouts as the operator continues to migrate towards the software supplier’s platform, eGaming Review can reveal.
The live dealer rollout follows on from the launch of Ladbrokes’ new Mobenga mobile sports betting application in December and the operator’s migration of poker services to Playtech’s iPoker network in the same month.
“It is another important milestone for our digital business,” Jim Mullen, managing director of Ladbrokes Digital, said.
The new live dealer product integrates with Playtech’s back office system which, according to Ladbrokes, will enable it to more efficiently target bonusing and other CRM techniques to customers, while also increasing the number of available tables.
The migration to Playtech’s back end has been met with continual delays since the two firms agreed to cooperate in March last year, with Ladbrokes’ digital business suffering as a result.
The UK bookmaker remains confident that it can successfully complete the migration prior to this summer’s FIFA World Cup, despite industry scepticism.
Investec yesterday moved Ladbrokes from sell to hold having received positive primary research on the firm’s new mobile sportsbook product and a potential upside risk of both faster than expected turnaround in its digital business and the potential for further M&A activity.
Despite this, Investec analyst James Hollins still considers that the delivery of Ladbrokes’ new platform will not complete until Q4 2014, long after the World Cup has finished.
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