Playtech and Ladbrokes in single-account omni-channel deal

Playtech has delivered its omni-channel product throughout the entire UK Ladbrokes estate, in a bid to enable its players to use one account and one wallet across all online, mobile and retail products.In line with its Playtech ONE omni-channel strategy, the newly unified sportsbook platform, that now includes Self-Service Betting Terminals (SSBT), is fully integrated with the Playtech IMS player management system.SSBT integration was the final element in the Ladbrokes omni-channel platform integration plan. This core platform integration work will enable significant future growth across the division and the wider business.Armin Sageder, CEO, 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.”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 powerful 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 (SAS), Portugal’s largest online gaming and betting operator, and Hpybet, are shortly preparing to go live with the new, fully integrated sportsbook.Richard Lang, retail commercial director, Ladbrokes Coral Group, said: “The collaboration between Ladbrokes Coral and Playtech BGT Sports to integrate SSBT’s to the Ladbrokes Omni-channel platform is the final piece of the jigsaw. The integration will further support the objective of delivering a true Omni-channel experience to our customers across all retail touch points.“This is a really exciting development for the product and will help us deliver growth. This development has been 18 months in the making and one that I am sure will be welcomed by our customers.”

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