Ladbrokes completes omni-channel strategy with SSBT integration
Integration means Ladbrokes customers can use one account and one wallet across online, mobile and retail
Ladbrokes has furthered its omni-channel platform push by fully integrating self-service betting terminals (SSBTs) into its back office platform.
The integration, carried out by Playtech BGT Sports (PBS), means Ladbrokes customers can use one account and one wallet across online, mobile and retail.
SSBT integration was the final element in the Ladbrokes’ omni-channel 2.0 strategy, which was explained to EGR in September by omni-channel director Nicklas Zajdel.
The new PBS platform includes 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 high street shops.
Richard Lang, retail commercial director at Ladbrokes Coral Group said: “The collaboration between Ladbrokes Coral and Playtech BGT Sports to integrate SSBTs 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 development has been 18 months in the making and one that I am sure will be welcomed by our customers.”
PBS CEO Armin Sageder added: “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.”
Playtech first introduced the use of omni-channel gaming with Ladbrokes’ sister brand Coral in 2014, enabling the operator to offer any product across any channel or device, which the supplier says has led to more than one million sign ups across the Ladbrokes Coral Group.
Portugal’s largest online gaming operator Sociedade de Apostas Sociais (SAS), and Hpybet, are also preparing to go live with the now fully-integrated sportsbook from PBS.