Last month saw online casino games and systems innovator Playtech complete its deal to provide the Ladbrokes-branded betting shop estate of British sportsbetting giant Ladbrokes Coral Group with omni-channel functionality.

London-listed Playtech stated that the agreement was concluded after its Playtech BGT Sports sportsbetting solutions subsidiary finished integrating the operator’s self-service betting terminals with its own IMS player management system, which means that United Kingdom-based customers can now utilize one wallet and account across all of Ladbrokes’ retail, online and mobile verticals.

Armin Sageder, Chief Executive Officer for Playtech BGT Sports, declared that he was pleased to have completed the Ladbrokes integration and described the achievement as ‘a landmark in the evolution of our sportsbetting products’.

“The work the sports team has done for the last year to 18 months to unify both the retail and digital platforms and integrate it with IMS will generate further significant growth with operators from regulated and newly-regulated markets seeking to implement our leading single wallet sportsbook offering,” read a March 8 statement from Sageder.

Playtech further detailed that it began pioneering omni-channel gaming with Ladbrokes Coral Group in 2014 and that this has since significantly assisted the London-headquartered operator to attract over one million new customers.

For his part, Richard Lang, Retail Commercial Director for Ladbrokes Coral Group, proclaimed that the integration of his firm’s self-service betting terminals with Playtech’s IMS innovation represented ‘the final piece of the jigsaw’ and will aid the operator in ‘delivering a true omni-channel experience to our customers across all retail touch points’.

“This is a really exciting development for the product and will help us deliver growth,” read a statement from Lang. “This development has been 18 months in the making and one that I am sure will be welcomed by our customers.”

Playtech moreover explained that Portugal’s Sociedade De Apostas Sociais as well as Malta-licensed operator are preparing to follow Ladbrokes lead by implementing its omni-channel sportsbetting innovations. As such, it explained that these will be able to take advantage of a range of new features including a unique mobile authentication service alongside the ability to cross-promote to online and retail customers utilizing the same training and bonus system.