Ladbrokes has relaunched its bingo operation with a guaranteed £3m of prizes up for grabs before the end of the year.
The UK bookmaker has been assisted by Playtech, the gaming software and services provider, in redesigning its bingo offering “to meet players’ demands” by focusing on site navigation, accessibility and prizes.
Ladbrokes completed the transfer of its gaming products to Playtech in April, and its bingo players now have access to a market with more than 70,000 players and up to 20,000 concurrent users.
In its most recent half-year results, released in August, Ladbrokes Bingo generated net revenues of £5.2m, down 13.3% on the previous year. This was 6.1% of the company’s total net revenue of £84.8m, which was down 2.4% year-on-year.
“Every element of Ladbrokes Bingo has been improved,” Josefine Fox, the head of Ladbrokes Bingo, said.
“We are now able to offer our players a state-of-the-art bingo experience that we believe will mark us out as the best in the business.
“Customers told us that navigation and ease-of-use, along with player engagement and promotions, were the biggest drivers of activity. We think we’ve ticked all those boxes and hope our players are as pleased with the results as we are.”
Dan Phillips, Playtech Bingo’s chief operating officer, said: “The Ladbrokes project has been great to work on. We listen to players’ and licensees’ needs on a daily basis to help maintain our position as the world’s leading bingo network in an industry that moves rapidly.”
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