Ladbrokes Coral automates user-generated markets

Ladbrokes Coral has launched an automated version of the user-generated markets sweeping across the industry.

Ladbrokes has launched #GetAPrice with Coral using #YourCall, with accumulator bets automatically priced by Digital Sports Tech.

Punters could back Lukaku to score, Rashford to make 3+ assists and United to win, for example, with the priciing engine spitting out prices automatically.

“Customers are demanding growth in this area and being the first operator to offer these player and match propositions combined is a significant statement for Ladbrokes Coral,” said Gary Gallagher, director of digital product at Ladbrokes Coral.

“DST have proven themselves to be both flexible and reliable in delivering such an outstanding feature – and we are looking to further expand our coverage quickly.”

The system also allows LCL’s trading teams to create and customise all of their own player prop and accumulator markets, which are then automatically pushed directly to the front-end of existing event pages.

Ari Lewski, executive director of Digital Sports Ltd, said: “With the new football season in full-swing, we’re thrilled to be expanding our existing partnership with Ladbrokes Coral by powering and facilitating all of their new player prop and accumulator betting markets.

“The popularity of same-game accumulators has grown exponentially in recent seasons, particularly with millennials who are highly active via social media channels. We feel with the addition of our player props that we are adding a whole new and exciting dimension to these markets.

“Ladbrokes Coral are known for their innovative approach and have seen the value in offering these types of markets; not only to boost revenues but also acquire the next generation of customers and keep ahead of the curve.”