Ladbrokes has signed a deal with a software developer to launch a “Vegas” section on its website with 200 casino-style games.
The deal with Playtech marks the latest step in the bookmaker’s attempts to breathe new life into its digital strategy and attract more online and mobile gamers.
It extends the existing relationship between Ladbrokes and Playtech, which already provides bingo and Videobet technology for gaming machines inside its betting shops.
The new agreement is for an initial five years, with Playtech’s chief executive Mor Weizer expressing delight at his firm’s opportunity to play a key role in the growth of Ladbrokes’ digital and e-commerce business.
As part of the deal Ladbrokes is setting up a new e-commerce and digital marketing services division that will be based in Israel.
Playtech, founded in 1999, is based on the Isle of Man and it has also been heavily involved in the digital and e-commerce strategies of Ladbrokes’ rival, William Hill.
The firm recently sold its 29% stake in William Hill’s digital operation, raising £424 million.
Playtech employs over 2,500 staff working on gaming applications in casino, bingo, poker and sports betting.