UK bookmaker Ladbrokes’ 20.1 per cent increase in machine revenue creates a new industry benchmark, according to international investment bank Altium Capital.
Ladbrokes’ latest results have shown the benefit of a focused staff engagement programme working in partnership with content and promotional strategies, according to Sam Fuller (pictured), managing director and head of leisure at Altium Capital.
In the first six months to June 30, 2012, Ladbrokes showed a 20.1 per cent increase in machines net revenue against the same period last year and this is the fourth successive quarter to deliver growth in excess of 20 per cent.
This dramatic improvement means that the roll-out of The Global Draw machines into the entire Ladbrokes’ estate and the focus on content, promotional strategies and staff engagement programmes has driven a gross win per terminal week figure of £970 for Q2, outperforming competitors and setting a new benchmark for the industry to follow - and up £47 on Q1 2012 figures.
These figures see Ladbrokes continue its dramatic improvement in financial performance, setting new standards for the industry. Part of this success may be a result of its ongoing strategic partnership with The Global Draw, its content and terminals supplier, with which it has worked closely to develop a holistic and personal gaming experience for customers online and in store.
Sam Fuller said: " Part of Ladbrokes’ success is down to the fact that it takes its machine operation very seriously, working in partnership with its supplier to build a more mature machine offering and game content.”
