UK bookmaker Ladbrokes' machine programme continues to drive growth for the business, it has been claimed.
During the third quarter, when the Olympics dampened consumer spending across the UK, Ladbrokes’ retail revenue increased 5.4 per cent.
A key contributor to this was the company’s machine performance. Machine net revenue increased 11.5 per cent during the three-month quarter, compared with the previous year and six times that of competitor William Hill, which reported growth of two per cent.
Ladbrokes' gross win per terminal week stood at £937 for the third quarter.
This, said Sam Fuller (pictured), managing director and head of leisure at Altium Capital, shows how a focused machine strategy can drive overall financial performance. It also coincides with the company’s decision to further develop its relationship with Scientific Games’ subsidiary The Global Draw to review content and performance, he said.
“It has been very interesting to see how some of the leading players have fared as a result of the summer of sport,” he said. “While many have seen retail revenue increase, Ladbrokes’ machine performance has been particularly impressive. What we are seeing is how a company's machine programme can impact the entire business.
“The bookmakers that look to capitalise on insights derived by customer loyalty programmes, invest in training, enhanced machine management and exclusive content, certainly seem to reaping a number of benefits.”
