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Ladbrokes extends partnership with Playtech

Betting group Ladbrokes has unveiled plans to extend its relationship with Playtech, the online gaming software company, as part of the former's 're-invigoration' of its Digital business.

Betting group Ladbrokes has unveiled plans to extend its relationship with Playtech, the online gaming software company, as part of the former's 're-invigoration' of its Digital business.

Playtech will create a new e-commerce and digital marketing services operation, to be integrated with the company's existing Digital teams in London and Gibraltar, and will also give Ladbrokes access to its full product suite and technology, which will see the launch of a new 'Vegas' tab on Ladbrokes.com.

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In due course Ladbrokes will also migrate to Playtech's download casino and poker products.

Chief Executive Officer (CEO) of Ladbrokes, Richard Glynn, said: "Ladbrokes has made significant progress over the past two years by investing in our core technology, revitalising our brand and making our customer offer more competitive.

"The next phase of this reinvigoration will see us work closely with Playtech to increase customer lifetime values through enhanced CRM, an area in which Playtech has a proven track record. The formation of a new, Ladbrokes owned, e-commerce and digital marketing services function, in addition to an expansion of our existing product relationship is a material development.

"This relationship will accelerate our progress in a sustainable way over the next five years and beyond."

Playtech's CEO, Mor Weizer, commented: "This is an exciting opportunity to play a key role in delivering material growth to Ladbrokes Digital business in the coming years.

"The combination of Ladbrokes' brand strength, its newly invested core technology and Playtech's proven track record in growing digital revenues through advanced e-commerce and digital marketing has significant potential.

"The structure of the agreement reflects our confidence in accelerating Ladbrokes' Digital revenue growth."

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