Gaming software, systems and services supplier Playtech has delivered single account omni-channel functionality throughout the entire UK Ladbrokes estate, enabling its players to use one account and one wallet across all online, mobile and retail products.
In line with its pioneering Playtech One omni-channel strategy, the newly unified sportsbook platform, that now includes self-service betting terminals, is fully integrated with the firm's player management system.
It means Ladbrokes customers can use a single account to access single wallet transactions online, across all channels and on all devices. With SSBT integration the final element in the platform plan, the belief is that it will enable significant future growth across the division and the wider business.
Playtech first pioneered the use of omni-channel gaming with Coral in 2014, enabling the operator to offer and promote any product across any channel and any device. This has since led to, and exceeded, more than one million new sign ups across the Ladbrokes Coral Group during that period.
The new PBS platform was first demonstrated at the ICE Totally Gaming exhibition in London in February this year where members of the Playtech team presented its features and functionality. These include unique mobile authentication, the ability to cross-promote to retail and online customers, use of the same bonus engine and training system, and the ability to place bets in retail and cash out online or on mobile outside of the retail environment.
Two further customers, Sociedade de Apostas Sociais, Portugal’s largest online gaming and betting operator, and Hpybet, are shortly preparing to go live with the new, fully integrated sportsbook.
Armin Sageder, CEO at Playtech BGT Sports, said: “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.”
