Ladbrokes Poker Plans Shift to iPoker Platform
This was published 14-03-2013
As part of a new five year deal signed with gambling software provider, Playtech, the leading UK group, Ladbrokes has announced that it will shifting its poker client from the Microgaming Poker Network (MPN) to Playtech’s iPoker Network. The shift will not be immediate and will be done in due course, according to a press release put out by Ladbrokes earlier this year.
Ladbrokes’ deal with Platyech comes as the group seeks to improve its performance in the digital gambling arena, and has turned to Playtech to offer it advice, support and software. In previous years, Ladbrokes has been significantly less successful than its competitors when it comes to online gambling and poker performance, and is hoping to change all that by teaming up with Playtech in the coming years.
“This is an exciting opportunity to play a key role in delivering material growth to Ladbrokes Digital business in the coming years,” said the Chief Executive Officer of Playtech, Mor Weizer. “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 move from MPN to Playtech’s poker platform wille be an improvement for Ladbrokes Poker. While Microgaming’s network is currently ranked tenth in the world, the iPoker network is the fourth largest in the industry and serves a good flow of traffic at member sites such as Bet365 Poker, Paddy Power Power and William Hill Poker. Recently, Betfair, the leading betting exchange group, announced that it would also be migrating its poker platform to the iPoker network.
Shares at Ladbrokes climbed almost 17% on the stock exchange when news broke that the group is set to enter into a lucrative multiyear deal with Playtech, and analysts believe that investors can expect to see significant long-term benefits from the partnership.
