Ladbrokes signs app partnership to "accelerate" mobile

Ladbrokes has signed a deal to co-locate its mobile sportsbook team at UK-based apps developer Chelsea Apps Factory to speed up the development of its mobile offering.

The operator’s mobile sportsbook team will move to the London office of Chelsea Apps Factory in December to build on the Mobenga mobile platform the firm is due to launch “imminently”.

“With our move to the Mobenga platform on track and imminent, we need to ensure our mobile offer stays relevant for the customer in a rapidly evolving market,” Jim Mullen, Ladbrokes Digital MD, said.

He added the partnership with Chelsea Apps Factory, who has previously worked with Ladbrokes rival William Hill, had a remit to “constantly innovate, measure and improve” the Ladbrokes product.

Ladbrokes said the “initial impact” of the new partnership was targeted at the World Cup in 2014.

“We are acting now to ensure we are in great shape to attract and retain customers to our site from the World Cup and beyond,” Mullen said.

Ladbrokes has failed to keep pace with its big rivals in the mobile sector during 2013 with only 29% of sportsbook revenues coming through mobile in H1 2013 compared to 40% at William Hill.

And its relaunch on the Mobenga platform is a key part of its digital strategy with the foundation release already live ahead of an expected full launch by Q1 2014.

Mike Anderson, CEO of Chelsea Apps Factory said the new partnership would help Ladbrokes “punch above its weight” in the mobile market.