Ladbrokes partners with Chelsea Apps Factory

London-based Chelsea Apps Factory has been handed a remit to improve Ladbrokes’ mobile sportsbook product, analyse customer behaviour and “embrace” technological development in the run up to the World Cup and beyond.

The partnership, which begins formally in December, will complement Ladbrokes move to Playtech’s Mobenga mobile platform and follows soon after the launch of the Ladbrokes Exchange earlier in November.

Ladbrokes Digital managing director, Jim Mullen said: “With our move to the Mobenga platform on track and imminent, we need to ensure our mobile offer stays relevant for the customer in a rapidly evolving market.  In teaming up with expert partners, we are taking the best in the market and applying them solely on the Ladbrokes product with a remit to constantly innovate, measure and improve our product.  Customer expectations of the mobile experience are growing rapidly and we need to meet and exceed them to maximise value in this growing market.

“This is another step in the journey of our digital offer and with the World Cup in the summer likely to be the most competitive sporting event on mobile ever, we are acting now to ensure we are in great shape to attract and retain customers to our site from the World Cup and beyond.”

“We have been delivering in this space for some time and have helped many companies begin on their journey through the rapidly evolving mobile world by developing applications that are unique, exciting and engage the end user,” added Mike Anderson, chief executive officer of Chelsea Apps Factory.  “In teaming up with a brand as powerful as Ladbrokes and in co-locating a dedicated team we can see an opportunity for the Ladbrokes brand to really punch above its weight in the market.”

The Chelsea Apps Factory build once-off solutions as well as longer-term strategies for businesses who are in the fledgling stage or transformational phase of their mobile strategies.