End of Hills Deal Sees Ladbrokes Link up with Playtech

Ladbrokes stores fade into background as digital focus grows...

Two years after an injunction blocked Ladbrokes and Playtech from forming a partnership, the two have got together in a new software and marketing services deal.

The new deal, which takes effect on 1 May, will see Playtech take control of the marketing of Ladbrokes’ digital products and will be providing Ladbrokes players with the full range of Playtech casino games.

Initially these games will be available on a new Vegas tab that will be accessible on the Ladbrokes website and they will be found alongside those from other software suppliers. When Ladbrokes’ current deal with Microgaming expires, the bookmaker will also move their download casino and poker products onto Playtech software.

This deal has been a long time coming as the two parties involved were thought to be discussing potential partnerships more than two years ago. At that time Playtech were involved in a joint venture with Ladbrokes rival William Hill, who took out an injunction in February 2011 in order to disrupt the talks and any potential deal.

This joint venture was ended earlier this month when William Hill bought the Israeli software company’s 29% stake in the business. This left Playtech free to complete a deal that they had been planning to do for some time.

Ladbrokes’ CEO Richard Glynn commented on the partnership by saying that it was part of a new focus on the company’s digital products and that there are particular areas in which they wish to improve on including the amount of time that players stay with the brand.

“The next phase of this reinvigoration will see us work closely with Playtech to increase customer lifetime values through enhanced CRM, an area in which Playtech has a proven track record,” he said.

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