Ladbrokes is hoping to greatly increase its revenue from its online gambling business by setting up Ladbrokes Israel. It has been mentioned by analysts that a strong marketing and customer relations element was needed by Ladbrokes to develop its online gambling business.
Ladbrokes the leading British bookmaker recently announced that it would strengthen its collaboration with Playtech the online gaming software designer and developer. Ladbrokes which is the second biggest gambling company in the United Kingdom wants to develop its online gambling business. With this new agreement with Playtech which supplies software and services the new digital marketing services operation to be based in Israel should greatly improve its online gambling offer.
Ladbrokes will set up a new subsidiary of Ladbrokes International to be known as Ladbrokes Israel which will be part of Ladbroke Digital operations. It will work with the existing Ladbrokes Digital services in London and Gibraltar. In May of this year Ladbrokes Israel will have forty marketing employees who are experienced in working with Playtech software. Playtech already provides Ladbrokes with online bingo and its Videobet technology but under the new agreement it will provide marketing and advisory services. A second part of the agreement between the companies is that Ladbrokes will expand the range of Playtech products it accesses to include Playtech’s complete range of products and technology. Eventually Ladbrokes will incorporate Playtech’s download casino and poker products but initially the deal will see the introduction of a new button marked “Vegas” on the Ladbrokes.com website. This new Vegas tab will bring online players a range of Playtech’s and other suppliers’ casino games. Players will be able to access this new Vegas tab online, on mobile phones and tablets towards the end of 2013. They will gain access to about 200 extra games.The agreement between Ladbrokes and Playtech should greatly increase digital income for Ladbrokes over the next five years and Playtech will also benefit from royalties to be paid by Ladbrokes for the use of its software. The advisory services provided by Playtech will also bring it success fees based on the increase in revenue to Ladbrokes Digital. This success fee will be based on the 2017 Ladbrokes’ results and if the results reach certain levels earlier there will be interim payments to Playtech.