Ladbrokes has completed the creation of a single betting wallet, which is part of its goal to have the “best in class CRM”.
The betting firm has been transitioning to the Playtech IMS back office system, after signing a four-year deal with the software developer in May 2013 to gain access to its full product suite and technology.
Ladbrokes said it completed the integration of its digital products onto the Playtech IMS platform to give customers a single wallet across all of its betting and gaming products on 29 April 2014.
“Ladbrokes now has the ability to deliver more personalised CRM based on an individual’s entire activity,” it said in its Q1 interim management statement for the three months to 31 March today.
Richard Glynn, chief executive of Ladbrokes added: “ In digital, with the move to IMS and single wallet capability, we now have in place all of the operational infrastructure from which to drive growth in H2 and beyond.”
The new Playtech digital platform withstood a performance test in the form of The Grand National on 5 April, Ladbrokes said.
“Our upgraded digital platform showed materially improved resilience and performance in its biggest fit-for-purpose test in advance of the World Cup,” the firm said. “Sportsbook actives were up 35 percent with mobile over 100 percent and sportsbook sign-ups up 107 percent.”
Meanwhile, Ladbrokes said that its performance via mobile continues to be strong, with mobile amounts staked up 95 percent and the number of active members up 32 percent, before the benefit of the Playtech IMS platform has been realised.
“We also integrated the Ladbrokes Exchange into our digital offer and see this as an exciting product differentiator going forward,” Ladbrokes said.
The company’s financial expectations for the year - which includes a profit warning as it invests to grow - remain the same.
Glynn said: “In Q1 we delivered all of our stated operational targets on track or ahead of plan and our financial performance remains consistent with our expectations at the time of our annual results announcement in February.”