Ladbrokes says it has successfully re-launched its casino gaming offering with the introduction of Playtech’s full range of products across its digital platform.
Ladbrokes said the move to Playtech from the Microgaming platform is part of a wider revamping of its digital business to "give customers a better experience" whether on a mobile or desktop, and whether playing a sportsbook or a casino.
The betting group is investing in its IT to enable the introduction of a new single back office system and a single betting wallet - all built around Playtech software.
The betting firm hopes these improvements will help it to deliver “best in class CRM”, but the investment in its platform led to a fall in profits in 2013 and it issued a profit warning for the first half of 2014. The financial performance has not been helped by having to pay for software licenses for both Microgaming and Playtech products while completing the gradual migration.
As part of the transition, the previous casino software and games portfolio have been withdrawn from the Ladbrokes.com and .dk websites and replaced with Playtech products. At the same time, said Ladbrokes, improvements have been made to the Vegas tab - which launched last July - by introducing new third-party games.
The switch to Playtech software and games began with the launch of the Vegas tab and has continued with the recent Poker, Live Dealer and Bingo launches.
Jim Mullen, Ladbrokes managing director for digital business, said: “By moving to Playtech we are giving customers popular and market leading games as well as enhancing our ability to have a single view of their playing habits and a cross product view of player activity.
“We have talked many times about the journey to provide customers with the ability to play different products using a single wallet. This enhancement represents another important step towards the creation of a seamless experience for our customers.”
The transition to Playtech products also sees the introduction of the "Bonus Store", giving customers greater control over how they play the bonuses awarded to them. Customers with outstanding bonus balances from Microgaming products will have these bonuses credited to play on the new Playtech products.
Playtech's IMS operating system is still being deployed in Ladbrokes' back office to enable a single digital wallet to be offered to all customers.