Playtech completes omni-channel rollout with Ladbrokes

Playtech has delivered single account omni-channel functionality throughout the entire Ladbrokes UK estate.

The move will enable Ladbrokes customers to use a single account and wallet across all of the operator’s online, mobile and retail products.

The unified platform has been developed in line with the Playtech ONE Omni-Channel strategy and is fully integrated with Playtech’s IMS player management system.

The integration of self-service betting terminals (SSBTs) was the final stage of the process.

“The collaboration between Ladbrokes Coral and Playtech BGT Sports to integrate SSBTs to the Ladbrokes omni-channel platform is the final piece of the jigsaw,” Ladbrokes Coral Groups’ retail commercial director, Richard Lang, said.

“The integration will further support the objective of delivering a true omni-channel experience to our customers across all retail touch points.

“This is a really exciting development for the product and will help us deliver growth.”

Armin Sageder, chief executive of Playtech BGT Sports, added: “Today is a landmark in the evolution of our sports betting products at Playtech and we’re delighted to have completed the work with Ladbrokes.

“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.”

Menwhile, Playtech said two further operators are also due to go live with the fully integrated sportsbook, in the form of Sociedade de Apostas Sociais (SAS) and Hpybet

Portuguese online gaming and betting operator SAS will be the first customer to use the complete omni-channel solution, whereby customers can use a single account and online due to its integration with IMS.

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