Mobile Betting Sky Rocketing at Ladbrokes

Published Tuesday, July 06, 2010 -

Consistently being in the vanguard of mobile gambling technology, Ladbrokes, the U.K. online and land gambling group just launched the first fully-functional iPhone betting application just in time for the World Cup. Usage is reportedly sky-rocketing; the user friendly application with graphics and gestures is evidence of its appeal to novice and casual bettors.

Ladbrokes revealed recently that it has taken four times more bets via the mobile application during the 2010 World Cup than it did during the whole of the Euro 2008 football tournament.
Previously, Ladbrokes offered a range of mobile casino and slot games via its existing mobile platforms including sports betting. Its first launch was WAP mobile betting service as far back as 2001. This was followed in 2005 with a downloadable Java application. Then in December of 2009 it released a web application for iPhones – a service which has accounted for over a third of its mobile turnover.

“This rapid growth has been driven by the increase in smart phone ownership, enabling swift access to betting opportunities from any location,” said Ciaran O’Brien, a company spokesperson. He explains that this new application makes full use of iPhone functionality. It is worth pointing out that one aspect is different. No odds are used on the application. When a customer looks at where to bet on each World Cup market, they instead see the return they would get back for the stake.

O’Brien is happy with the latest numbers. “The new application has helped mobile internet overtake traditional telephone betting for the first time at a major football tournament at Ladbrokes,” said O’Brien. “The upsurge has seen Ladbrokes break the 100,000 barrier for bets taken over mobile internet services on a single event for the first time.”
John O’Reilly, managing director of Remote Betting and Gaming at Ladbrokes commented, "Mobile betting and gaming is a significant growth area and smart phones, especially the iPhone, have dramatically improved the user experience." He is delighted that they are the first major bookmaker to launch a full mobile betting application. “We’ll follow this World Cup product with a range of other applications tailored to different betting and gaming audiences, the first being a tailored application for the next domestic football season."



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