Wednesday was a red letter day for the digital division at UK gambling group Ladbrokes as the company celebrated the much-anticipated launch of its new mobile sports book on Playtech’s Mobenga platform.

Available in the Apple Store, the new service provides a brand new interface and navigation menu based on a new platform, using the latest technology, to ensure high performance, speed and reliability.

With a fresh, modern look and feel, the new mobile site offers simple navigation and an easy-to-use betslip, live streaming of horse racing and a quickbet feature so customers can place single bets almost instantly. The product also has ‘push’ capability enabling the delivery of relevant and timely offers straight to customers’ smartphones.

The launch follows a limited release in August to a small number of customers to gather feedback and test functionality (see previous InfoPowa report).

Today’s announcement follows the formation of an exclusive partnership with the Chelsea Apps Factory last month, an enterprise that has a remit to constantly innovate, measure and improve the Ladbrokes mobile offering.

Commenting on the launch, Jim Mullen, Ladbrokes’ md for Digital, said:

“Mobile remains a massive opportunity for Ladbrokes. Customers have increasingly high expectations on what they want from the mobile product. The new sportsbook product on the mobenga platform is a key part of our response.

“This is a significant step on the journey of our digital offer and we are continuing to work on building our single wallet capability with our partners and in moving our casino offer to Playtech well ahead of the summer. When complete we will be in a position to mobilise our business, compete effectively and grow our offer.”