Ladbrokes betting on new mobile partnership
Ladbrokes enters partnership with apps developer in a bid to speed up growth in the mobile channel
Ladbrokes will move its mobile sportsbook team to the offices of London-based apps developer Chelsea Apps Factory in December in a bid to “accelerate” its mobile growth.
The partnership will build on Ladbrokes’ imminent relaunch of its mobile sportsbook on the Mobenga platform as the firm looks to catch-up to its major rivals in mobile and tablet.
Ladbrokes Digital managing director Jim Mullen said the partnership would be working towards developing products for the World Cup in 2014 and would “constantly innovate, measure and improve” the Ladbrokes product.
“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.
Mike Anderson, CEO of Chelsea Apps Factory said the new partnership would help Ladbrokes “punch above its weight” in the mobile market.
Ladbrokes has foundation launched its Mobenga app, and the full launch is expected before the end of the year with the firm aiming for a full migration by the end of Q1 2014.
The firm is also working on a full Mobenga mobile site across both gaming and sportsbook that is expected to launch in early 2014.
Mobile sportsbook grew by 40.8% during H1 at Ladbrokes with 29% of turnover coming through the mobile channels, compared to 112% growth and turnover of 39% at William Hill in the same period.