The name Ladbrokes is synonymous with betting and gaming: the hallmark of a premier brand. The Company, the origins of which date back to 1886, employs 15, 000 people in six countries and is one of the world’s leading betting and gaming enterprises. Ladbrokes is a market leader in retail bookmaking in the UK, Ireland, Belgium and Spain where it operates a combined total of more than 2, 700 betting shops. The Company also operates betting facilities at eight FA Premiership grounds and nine racecourses, including Ascot.
Ladbrokes’ retail estate brings together one of the world's best known betting brands, leading-edge technology, expert customer service delivered by professional employees and prime high street locations. We aim to grow net revenues through ongoing product evolution, enhanced customer relationship management (CRM) and the constant improvement of the competitiveness of our machine offer. Key to enhanced CRM is the industry first OddsOn! initiative, which facilitates specific marketing programmes focused on key customer groups in the retail division. We are also trialling the use of OddsOn! with regard to machines and using the facility to promote the Company’s various services including eGaming.
The improvement in the machine offer is expected to be a key driver of revenues in 2010/11. During 2009 Ladbrokes began trialling content and machines from Global Draw and Inspired Gaming to ensure customers are offered the best technological products available in the market. Against the current economic background, Ladbrokes' management has consistently emphasised the need to not only drive revenues but also reduce costs.
Various efficiencies, including benefits from the computerised staff scheduling system, resulted in a one per cent reduction in UK retail costs for the year to 31 December 2009 compared with 2008. In addition, a £12 million annualised saving has been secured with effect from Q4 2010 through the buyout of Sunday/Bank holiday premium pay. During 2010 Ladbrokes plans to open 50 new shops using a sophisticated method of site identification, incorporating census, sociodemographic and OddsOn! data.