Ladbrokes Launch First Omnichannel Account with Playtech

Ladbrokes will offer a bridge between the online and real-world betting experiences by utilising a single account for all its online, mobile and retail products.

The single account omnichannel functionality, which now includes self-service betting terminals in Ladbrokes’ regional bookmakers, has been successfully integrated into Playtech’s player management system allowing punters to access their online wallets in store.

A Ladbrokes store front.

Ladbrokes offers single account functionality across retail stores and online ©SBC News

The completion of this online and real-world bridging was the final stage of Ladbroke’s integration strategy with Playtech which began more than 18 months ago.

Speaking through a company press release Playtech CEO, Armin Sageder, spoke of his delight at completing such a landmark integration.

The work the sports team has done for the last year to 18 months to unify both the retail and digital platforms and integrate it with IMS will generate further significant growth with operators from regulated and newly regulated markets seeking to implement our leading single wallet sportsbook offering.Armin Sageder, CEO, Playtech

The use of omnichannel gaming delivery is not altogether new, with Playtech first implementing the service for Coral back in 2014. This was prior to the merger between Ladbrokes and Coral a year later. Playtech state that this integration has since led to over one million new customers for the Ladbrokes Coral Group in that period.

The newly updated self-service betting terminals were first demonstrated at the London ICE Totally Gaming exhibition back in February. Features include mobile authentication, ability to advertise to both retail and online customers, utilising the same bonus engine and the opportunity to place bets in store and cash out online on mobile.

The announcement bodes well for Ladbrokes customers as the barriers between the online and real-world betting experiences continue to be broken down. The Ladbrokes Coral Group Retail Commercial Director echoed as much in his statement.

The integration will further support the objective of delivering a true omnichannel experience to our customers across all retail touch points. This is a really exciting development for the product and will help us deliver growth. This development has been 18 months in the making and one that I am sure will be welcomed by our customers.Richard Lang, Retail Commercial Director, Ladbrokes Coral Group

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