Ladbrokes completes platform agnostic Mobenga switch
Industry-first switch which has formed backbone of firmâs new digital and mobile strategy will deliver âadaptive experienceâ to customers
Ladbrokes today rolled out its mobile Mobenga platform onto desktop as the firm stepped up its mobile-first revolution ahead of the new football season.
The Playtech-provided platform is now deployed across both desktop and mobile channels in what is believed to be an industry first.
âDelivering this adaptive experience allows us to empower the customer to engage with our digital product however and wherever they want with no experiential compromises for any channel,â Ladbrokesâ digital MD Andrew Bagguley said.
âCustomers expect a consistent approach and weâre providing it with a single platform. Weâll be releasing new updates to all our digital sites in sync every few weeks,â he added.
Plans for a switch to a single, multi-channel platform were first reported by eGR Mobile Intelligence in February, with then CEO Richard Glynn describing the move as a âboldâ but necessary step.
When former digital director Jim Mullen assumed the top job in April, the plan was kept in place after the firm reported a 110% increase in sportsbook stakes on mobile, which was already running on the Mobenga platform.
Ladbrokes said it had been working on the new desktop platform since January and that the web and mobile teams were finally integrated into one single work-stream last month.
It added that the siteâs adaptive approach provides more control over layouts and faster load times than alternative designs.
The new platform makes use of Playtechâs ONE solution as well as its new NGen system â which can handle large volumes of data across concurrent sporting events and thousands of betting markets.
âA fully responsive desktop and mobile front-end solution is just the beginning of much more omni-channel Playtech ONE activity we have planned in partnership with Ladbrokes,â Liron Snir, Playtech VP product, said.
Last week Ladbrokes announced it had agreed terms on its proposed merger with Gala Coral, although any deal must still be signed off by the UK Competition and Markets Authority.