Ladbrokes bets big on mobile sports platform
Ladbrokes to roll-out mobile sports betting front end platform across all its digital estate in “bold” move for sportsbook giant
Ladbrokes said it will launch its Mobenga-powered mobile platform on its desktop site later this year as part of its continued mobile-first shift that has seen mobile sports betting turnover rise 110% in 2014.
The firm said in its full year results this morning that staking on its mobile sportsbook more than doubled year-on-year while actives rose 62% and it now has over 60% of its staking coming through the mobile platform.
It described mobile as the “key battleground” in the sportsbook sector and praised the work carried out by its mobile development unit Chelsea Apps Factory during the year.
“Our partnership with the Chelsea Apps Factory has produced a highly competitive offering throughout 2014, delivering a wide range of application upgrades, tournament modules and unique functions,” a Ladbrokes statement said.
“Customers responded positively to our improved offer with 80-160% growth in mobile sportsbook staking in every month of 2014 and 110% for the year,” it added.
And the firm’s CEO Richard Glynn told analysts its positive momentum on mobile has prompted it take the decision to lead with the mobile front-end on all its digital offerings going forward.
â[Due to mobile take-up] desktop has suffered across the industry and this migration, to an innovative Mobenga-light platform for desktop, is a bold step â the first for the market and is the right move,â Glynn said.
The date for the roll-out of the new mobile platform for desktop is yet to be announced, but the firm said it expected minimal disruption during the transition away from its in-house developed front end.