GVC hails ‘milestone’ Ladbrokes Coral integration

GVC has integrated a selection of content developed by CR Games, the in-house studio of the Ladbrokes Coral Group, into its casino product offering.

More than 20 titles will now be added to GVC-owned online gaming brands such as bwin, PartyCasino and Sportingbet.

Integration will begin immediately with five titles to be rolled out across various dotcom markets this month. This will include CR Games’ flagship ‘Big Banker’ slot title.

GVC plans to introduce the full line-up of games within the next few weeks, with the firm to launch the content in regulated market such as Italy, Denmark and New Jersey in the US before the end of the year.

GVC took ownership of CR Games when it completed its acquisition of Ladbrokes Coral in March.

Liron Snir, chief product officer at GVC, said: “This is an important milestone in the integration of GVC and Ladbrokes Coral and demonstrates the benefits to customers of bringing the businesses together.

“At GVC, content is king and we believe building a unique gaming offer, which marries exclusive in-house developed games with the very best titles from third-parties, is a win-win for our players.”

This week, GVC cited its purchase of Ladbrokes Coral as the main reason behind an unexpected financial boost in its half-yearly figures.

GVC had set out anticipated cost synergies of £130m (€145.6m/$171.4m) in relation to the deal, but said a further £30m in capital expenditure synergies relating to Ladbrokes Coral had been identified.

Kenneth Alexander (pictured), chief executive of GVC, said earlier this week: “The acquisition of Ladbrokes Coral completed on March 28 and the integration of that business is progressing well. We have now identified capex synergies of at least £30m in addition to the £130m cost synergies and we are well placed to deliver those savings while driving top line growth.

“We are gaining market share in all our key markets and we will look to reinvest to further strengthen our market position.”