Ladbrokes Expands Digital Operations

British betting giant Ladbrokes is about to open up a new digital marketing center in Israel, as part of its recent agreement to expand cooperation with leading online gambling software firm Playtech.

Ladbrokes in Israel

Ladbrokes Israel, as it will be called, will be integrated with the firm's existing digital teams in London and Gibraltar, in order to fully cooperate with Playtech's services, according to the Financial Times. The Israel center will employ 40 marketing staff recruited from another local company that works closely with Playtech.

Playtech, controlled by Israeli Teddy Sagi, has expanded its software and technology deals with Ladbrokes, with the former promising to provide the latter with advisory services for its digital business. Playtech already delivers Ladbrokes online bingo and video betting services, but now it will supply the full suite for a period of at least five years.

Taking on William Hill

The new Ladbrokes-Playtech alliance follows on from William Hill's March acquisition of Playtech's 29% stake in their William Hill Online joint venture. Under the terms of that partnership, Playtech could not sign a similar agreement with Ladbrokes, William Hill's biggest rival in the UK.

Ladbrokes' online gambling business has not quite risen to the heights of William Hill's, which is why this latest Playtech deal is so crucial. While Ladbrokes will pay Playtech for use of its software, the move is expected to boost its online offering and therefore boost revenues in the near future.