The bookmaker Ladbrokes Plc verified at the beginning of the month that they were having some difficulties in its online operations. All of these were affected because of the delay in the launch on the website, and departure of their head of digital operation Richard Ames.
Richard Glynn, the Chief Executive of Ladbrokes explained Ladbrokes’ situation and how the firm was going to improve the digital platform.
After these events, they announced another change, this time in their telephone betting product, which consists in increasing the minimum stake of £5 to £25 starting on 1st November.
As David Williams explained:
“We have to increase the minimum stake as costs linked to placing telephone bets have significantly increased. As a consequence, it is no longer cost-effective to take bets placed over the telephone below £25. The minimum level to ensure a cost-effective service is per call and not per bet, and it will still be possible to place a number of bets of smaller stakes providing the total stake is at least £2”.
He also justified that:
“Customers will still be able to place bets with lower stake levels online, on our more than 2000 shops nationwide”.
This could be a strategy to move away from telebetting and encourage their customers to use their online and mobile betting services; they were spending lot of money on their online and mobile devices. Specifically they spent £50m developing its own in-house digital technology so it is quite suspicious this sudden increase.
It is a bit weird considering that for all its competitors the minimum telebetting stake is lower, hope that they are not having any more problems and they could affront all their difficulties.