iGaming Business – Ladbrokes has relaunched its bingo operation with a guaranteed £3m of prizes up for grabs before the end of the year.

The UK bookmaker has been assisted by Playtech, the gaming software and services provider, in redesigning its bingo offering “to meet players’ demands” by focusing on site navigation, accessibility and prizes.

Ladbrokes completed the transfer of its gaming products to Playtech in April, and its bingo players now have access to a market with more than 70,000 players and up to 20,000 concurrent users.

In its most recent half-year results, released in August, Ladbrokes Bingo generated net revenues of £5.2m, down 13.3% on the previous year. This was 6.1% of the company’s total online net revenue of £84.8m, which was down 2.4% year-on-year.

“Every element of Ladbrokes Bingo has been improved,” Josefine Fox, the head of Ladbrokes Bingo, said.