Ladbrokes’ latest results showed the benefit of a focused staff engagement programme working in partnership with content and promotional strategies, claimed Sam Fuller, managing director and head of leisure at Altium Capital.
In the first three months to March 31, 2012, Ladbrokes showed a 21.7 per cent increase in machines net revenue against the same period last year and this is the third successive quarter to deliver growth in excess of 20 per cent. This performance has driven a gross win per terminal week figure of £923, a record performance for the industry and a 16.69 per cent increase on the £791 GWPTW figure in Q1, 2011.
This improvement suggests that the roll out of The Global Draw machines into the entire Ladbrokes’ estate has had a significant impact on the business, Altium said.
"Machine revenue is now critical to overall financial performance for the licensed betting sector,” said Fuller. “Ladbrokes has shown that it’s not just about machine reliability, content, operations or promotions but a focused commitment to all of these factors. It's about the commitment of both supplier and bookmaker to supply reliable machines with great content and to keep staff focused on delivery.”
Richard Glynn, chief executive at Ladbrokes, added: “We have started to annualise the rollout of The Global Draw terminals and remain confident in our ability to drive further growth through continued focus on operational excellence, increasing use of yield management techniques, a focus on new and exclusive games content and the introduction of the Odds On loyalty card in H2.”
