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Ladbrokes Reporting Four Times the Mobile Bets

By: Shirley Spicer, Wednesday July 7th 2010
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Ladbrokes, the UK online and land-based gambling group has reported that mobile Internet betting is up 400%. They claim that they took four times more mobile Internet bets during the 2010 World Cup than they did during the Euro 2008 Football tournament.

Ciaran O'Brien, a spokesperson for Ladbrokes said that this large increase has largely been driven by higher numbers of people owning smart phones, which enables the access to betting opportunities from any location. He continued on that this rapid growth has made history for Ladbrokes, with it being the first time that the company has broken the 100,000 mark for bets taken over mobile Internet services for a single event.

During the World Cup, Ladbrokes launched its first fully functional iPhone betting application in the app store. The app aims to appeal to novice and casual bettors. It makes full use of graphics and gestures and does not offer any odds on the application. Customers are simply able to see the return they receive for particular stakes on each World Cup betting market.

The use of this application is reportedly growing at a rapid rate and spokesman, O'Brien, commented that the use of the new application has helped mobile internet betting to overtake traditional telephone betting for the first time during a major sporting event such as the World Cup. The rapid growth that has been seen already is expected to continue as mobile internet access becomes more common and acceptable.

John O'Reilly, MD of Remote Betting and Gaming at Ladbrokes stated: "Mobile betting and gaming is a significant growth area and smart phones, especially the iPhone, have dramatically improved the user experience. We're delighted to be the first major bookmaker to launch a full betting application in the app store and 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."

Ladbrokes prides itself in consistently being in the forefront of mobile gaming technology. In 2001 it launched a WAP mobile betting service and in 2005 it launched a downloadable Java application. Its web application for iPhones was launched in 2009. This application accounts for more than a third of the mobile turnover for the site. We can expect Ladbrokes to continue to develop mobile gaming technology, particularly in the growing area of mobile internet betting.

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