Ladbrokes has announced a partnership with Chelsea Apps Factory, a company specialising in mobilising businesses, to create a single dedicated facility to accelerate the development of its mobile offering.
The deal will see the Ladbrokes mobile sportsbook team co-located in a London "hub" with a Chelsea Apps Factory team, with the remit of improving Ladbrokes' mobile product, analysing customer behaviour and "embracing technological development", said Ladbrokes.
The initial focus for the combined team will be next year's Football World Cup in Brazil.
The partnership, which starts in December, will complement Ladbrokes move to Playtech’s Mobenga mobile platform. The new deal follows the launch of the Ladbrokes Exchange this month, which gave customers a "differentiated product" in the crowded online market, the firm said, by making a betting exchange available alongside its traditional fixed price sportsbook.
Ladbrokes is trying to get back the business it has lost to betting exchange pioneer Betfair, and gain an edge on high street rivals like William Hill, which Chelsea Apps Factory has also worked with.
Ladbrokes Digital managing director Jim Mullen said: “With our move to the Mobenga platform on track and imminent, we need to ensure our mobile offer 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 on the Ladbrokes product with a remit to constantly innovate, measure and improve our product."
He said: "Customer expectations of the mobile experience are growing rapidly and we need to meet and exceed them to maximise value in this growing market.
“This is another step in the journey of our digital offer and with the World Cup in the summer likely to be the most competitive sporting event on mobile ever, we are acting now to ensure we are in great shape to attract and retain customers to our site from the World Cup and beyond.”
Mike Anderson, CEO of Chelsea Apps Factory, said: "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."
Ladbrokes says it is focused on building its digital capabilities through a product and marketing agreement with Playtech to "realise its vision of becoming a fully e-enabled international betting and gaming business".
Chelsea Apps Factory has worked with brands including Deloitte, Allen & Overy, Waitrose, Marks & Spencer, and PWC.