Ladbrokes launches 5-A-Side betting innovation

Ladbrokes has created a first-of-its kind accumulator that allows Premier League punters to build and then bet on their own virtual five-a-side teams.

The new 5-A-Side product sees customers pick from six formations to build a team of players from a specific top-flight fixture, while placing a wager on each player.

For example, as Chelsea prepare to face West Brom, a user could pick Timo Werner up front in their 5-A-Side team and bet on him to score any time, as well as N’Golo Kante in midfield to be booked.

The five selections would then combine to generate an accumulator price.

The concept was developed after Ladbrokes undertook an extensive programme of research to understand how bettors wanted to create bets based on player statistics.

The operator then launched beta tests to secure feedback from a small group of users to help develop the product after capturing customer feedback and data.

The product was designed and created by Ladbrokes’ in-house sportsbook team in conjunction with Banach Technology and Opta.

The launch of 5-A-Side will coincide with a heavyweight marketing campaign across TV, radio, print and digital alongside the tagline, ‘an epic new way to bet’.

Ladbrokes head of brand marketing Stew Townsend said: “Our research shows that fans love following their favourite players throughout the match and this bet was developed with that in mind.

“We wanted to create a product that centred upon player ability, and 5-A-Side combines elements of Fantasy Football and Football Manager.

“It means that just like those, fans will get rewarded for their knowledge and insight. It’s unbelievably fun to play and gives fans full control over what they bet on and tests their player-picking ability to the maximum,” he added.

The Premier League product is also available on UEFA Champions League matches, as well as the German Bundesliga, Italian Serie A, Spanish La Liga and French Ligue 1.