Ladbrokes' Playtech migration almost complete after casino launch

Ladbrokes has edged closer to completing its migration to Playtech’s software suite following the full launch of the supplier’s casino products.

As of today Microgaming content has been removed from the bookmaker’s dot.com and dot.dk sites and replaced with Playtech content, including new third-party games which have been added under the ‘Vegas’ tab.

Additional improvements have been made to the Vegas tab and a ‘bonus store’ has also been added, allowing customers to choose how they play bonuses awarded to them.

Ladbrokes also confirmed customers with bonus credit on Microgaming products will have their balances transferred to Playtech casino games.

“By moving to Playtech we are giving customers popular and market leading games as well as enhancing our ability to have a single view of their playing habits and a cross-product view of player activity,” Jim Mullen, digital managing director at Ladbrokes, said.

“This enhancement represents another important step towards the creation of a seamless experience for our customers.”

The continuing migration to Playtech software, which commenced in May last year, has been dogged by delays caused by the bookmaker operating with both Playtech and Microgaming software.

Attempts to end the Microgaming contract prematurely were unsuccessful with Playtech CEO Mor Weizer claiming the supplier to have been “less than helpful”.

Ladbrokes said that work on the implementation of Playtech’s IMS operating system will continue, which when complete will allow the operator to roll out a single wallet and enhanced CRM capabilities. The operator reiterated its stance that the process will complete prior to this summer’s FIFA World Cup which starts in June.

The announcement comes less than a week after the bookmaker saw its share price tumble to as low as 130p following a surprise increase in machine game duty in the UK budget.