Ladbrokes finally brings cash out to mobile

Operator rolls out new functionality for mobile users as new digital director leads overhaul

Ladbrokes has finally introduced cash out functionality for mobile customers, more than a year after competitors including Paddy Power and William Hill launched similar features on their mobile products.

Cash out will be available on 18 markets across 15 sports on Ladbrokes’ mobile sportsbook, with football, tennis, cricket, snooker and darts all covered. Further markets are to be added on an ongoing basis over the summer.

“During Q1 we prioritised the introduction of the cash out functionality. While it isn’t a new concept for customers we recognise it’s an important part of what we need to deliver to be competitive and it’s one of the key parts of our plans for 2015,” Andrew Bagguley, Ladbrokes’ managing director of digital, said.

“Today’s step signals our larger intent towards a comprehensive offering across all our digital platforms over the coming months,” he added.

Ladbrokes initially introduced cash out to its ‘My Accas’ product in April, and has swiftly moved to extend its coverage following positive customer reaction, with over 25,000 using the feature since introduction.

Ladbrokes will be hoping to make up ground on mobile in the coming months, with new CEO Jim Mullen signalling his intention by promoting former mobile chief Bagguley to lead the operator’s digital business.

And the next target is likely to be partial cash out, with several competitors now already offering or at least exploring the functionality.