Ladbrokes has been going through new partners faster than Casanova lately and the latest company to jump on board with the UK’s biggest bookmaker is Chelsea App Factory, a dedicated mobile specialist with experience with some of the biggest brands around. As would be expected, the new deal has been signed to ensure that Ladbrokes cements its position as one of the prominent mobile gaming and betting providers both in its domestic market and internationally.
Several of the recent Ladbrokes deals have been more along the lines of hiring a company for a specific job rather than a full blown partnership, but the Chelsea App Factory announcement definitely seems like more of a close knit working relationship. When the agreement comes into effect in December, it is expected that Ladbrokes’s mobile technology team will be relocated to the same London site used by Chelsea App Factory’s own staff. There, the two teams will work side by side with the intention improving all aspects of Ladbrokes’s mobile strategy, including not only delivering new solutions but also researching and developing new technology and analysing customer behaviour with the goal of creating and implementing acquisition and retention strategies.
The first key event in the new partnership will be the 2014 World Cup, where Ladbrokes hopes to be the premier mobile betting destination in several different markets. The focus on football and sports in general has already been enhanced once in recent months as the company announced plans for a Betfair style betting exchange to complement the existing sports book.
Ladbrokes has also noted that the new deal should work well with their decision to move to Playtech’s Mobenga mobile platform, which marks the end of their exclusive mobile casino agreement with Microgaming and allows the kind of flexibility that working with a specialist mobile firm will require.
Speaking about the new deal, Jim Mullen, the Digital Managing Director at Ladbrokes, commented: “Customer expectations of the mobile experience are growing rapidly and we need to meet and exceed them to maximise value in this growing market. With our move to the Mobenga platform on track and imminent, we need to ensure that our mobile offering stays relevant for the customer in a rapidly evolving market. In teaming up with expert partners, we are taking the best in the market and applying them solely to the Ladbrokes product with a remit to constantly innovate, measure and improve our product.”
Mike Anderson, the Chief Executive Officer at Chelsea App Factory also commented, saying: “In teaming up with a brand as powerful as Ladbrokes and in co-locating a dedicated team we can see an opportunity for the Ladbrokes brand to really punch above its weight in the market.”
Considering that Ladbrokes is a bona-fide heavyweight, we can only imagine what punching above its weight will entail, but it can only be good things. You can be the first to find out about all of the latest developments from this and all of the other partnerships being undertaken by Ladbrokes right here on the blog.