Ladbrokes launches mobile sportsbook

Betting firm Ladbrokes has launched a new mobile sportsbook in the Apple iOS app store.

The mobile offering follows a partnership that Ladbrokes formed with Chelsea Apps Factory, a company that focuses on mobilising businesses, earlier this year. The betting firm also worked with Mobenga, which specialises in mobilising sports betting, to develop the product.

Jim Mullen, MD of Digital at Ladbrokes, said: “Mobile remains a massive opportunity for Ladbrokes. Customers have increasingly high expectations on what they want from the mobile product. The new sportsbook product on the mobenga platform is a key part of our response.

"This is a significant step on the journey of our digital offer and we are continuing to work on building our single wallet capability with our partners and in moving our casino offer to Playtech well ahead of the summer. When complete we will be in a position to mobilise our business, compete effectively and grow our offer."

The sportsbook app will allow users to stream horse racing live, and place single bets almost instantly from their smartphones. Relevant and timely offers can also be pushed out to customers directly to their phones, the company said.

According to Ladbrokes the new app has a ‘modern’ look, and the new mobile site offers simple navigation and an easy-to-use betslip.

The betting firm recently launched the Ladbrokes Exchange, which gave customers a "differentiated product" in the crowded online market, the firm said, by making a betting exchange available alongside its traditional fixed price sportsbook.

Ladbrokes is trying to get back the business it has lost to betting exchange pioneer Betfair, and gain an edge on high street rivals like William Hill, which Chelsea Apps Factory has also worked with.

Other brands that Chelsea Apps Factory has worked with include Deloitte, Allen & Overy, Waitrose, Marks & Spencer, and PWC.

Copyright © 2013 IDG Communications, Inc.

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