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Ladbrokes and Chelsea App Factory signed a partnership deal

UK bookmaker Ladbrokes has teamed up with mobile technology specialist firm Chelsea Apps Factory to offer a single dedicated resource in order to accelerate the development of its mobile offering.

Under the deal, which will begin formally in December, the Ladbrokes mobile sportsbook team will be co-located in a London hub with Chelsea App Factory staff.

The two teams will work together on improving the bookmaker’s mobile product, analysing customer behaviour and using new technology to strengthen mobile products.

The initial impact of the partnership will be based around football’s 2014 Fifa World Cup international team tournament next summer.

The move by Ladbrokes comes shortly after the launch of the Ladbrokes Exchange, a service that allows customers to access a betting exchange alongside the traditional fixed price sportsbook.

Ladbrokes said that the partnership would also complement its move to the Mobenga mobile platform of online gaming software supplier Playtech.

“Customer expectations of the mobile experience are growing rapidly and we need to meet and exceed them to maximise value in this growing market,” Ladbrokes’ digital managing director, Jim Mullen, said.

“With our move to the Mobenga platform on track and imminent, we need to ensure our mobile offer stays relevant for the customer in a rapidly evolving market.

“In teaming up with expert partners, we are taking the best in the market and applying them solely on the Ladbrokes product with a remit to constantly innovate, measure and improve our product.”

Mike Anderson, Chelsea Apps Factory’s chief executive officer, added: “In teaming up with a brand as powerful as Ladbrokes and in co-locating a dedicated team we can see an opportunity for the Ladbrokes brand to really punch above its weight in the market.”

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