British Gambling Empire Ladbrokes Signs a Deal With Openbet

The new agreement between the land-based and online bookie Ladbrokes and software provider Openbet is fully compliant with the British gambling laws. The partnership is regarded as a long-term software supply agreement.

The newly signed deal will see Openbet supply betting software, development, support and various games services to Ladbrokes. The spokesperson for one of the biggest online sportsbooks in United Kingdom revealed that the deal offers both companies significant revenue growth prospects.

The representative also spoke about Ladbrokes customers soon being able to access a premium range of gambling content and product solutions from Openbet alongside other existing partners and new providers.

The new deal contrasts the previous partnership and is now in line with the new Ladbrokes strategy to increase flexibility in its main technologies. Openbet agreed to completely redo the existing software supplied to Labrokes, ensuring the bookie’s ability to supply a scalable service, but highly differentiated from regular Openbet solution.

Ladbrokes CEO, Richard Glynn, had the following to say to United Kingdom gambling news: "We are pleased to extend our long-standing relationship with Openbet through a more flexible agreement which offers revenue opportunities to both parties and increases the range of games we offer. This is another step on the road to developing a unique Ladbrokes customer experience."

The new deal is only a drop in a sea of Ladbrokes outsourced agreements regarding CRM and campaign management. Other gaming and management software deals include such partners as SkyIQ Ltd, Microgaming and Global Draw machines supplier.