It has been a big year for Ladbrokes so far, with the gaming company undoing a major restructure and announcing a number of new deals. The latest such deal is a partnership agreement between online gaming software develop Net Entertainment.
The agreement will see Net Entertainment supply Ladbrokes’ online gaming area with a number of online desktop and mobile games, which is set to include video poker. It is also believed that a number of video slot games, as well as table games will also be supplied by the company as part of the joint deal with Ladbrokes.
Net Entertainment GMO and MD Chief Björn Krantz said that an agreement with one of the biggest players in the gaming industry was a huge step forward for the company and was welcomed by all of those involved.
“We are very happy that Ladbrokes has selected Net Entertainment as supplier for a selection of our best in class portfolio games to be distributed over their online market channels,” he said. “Ladbrokes is one of the most reputable operators in the UK, and we are confident that our content will be well received by Ladbroke’s player base.”
His sentiments were echoed by Ladbrokes eGaming Head of Product Richard Poole, who said the agreement with Net Entertainment was mutually beneficial, and would help Ladbrokes in its ambitions to become a bigger player in the online gaming market. “We have made clear our pledge to work with best-of-breed suppliers and Net Entertainment certainly fits into this category,” he said.
Ladbrokes has made a number changes this year as it seeks to alter its business direction. In April, the company announced that it had hired William Hill’s Chief Operating Officer Jim Mullen to be Director of the Digital division of Ladbrokes, which includes its poker site, Ladbrokes Poker. The company also announced in May that it would be cutting 100 jobs from its London office as part of its shifting focus and goals in the gaming industry.
Ladbrokes Israel was also launched by the company in the city of Tel Aviv in the same month following an agreement it had signed with Playtech. Ladbrokes Israel contains the company’s digital division and has become a huge focus of the company as it aims to rebound from a major drop of profits it sustained in the first quarter of this year.