The beginning of the week saw the global gambling and sports betting company GVC Group make an announcement that the migration of its Ladbrokes brand on to the market-leading proprietary technology platform was successfully finalised. The Group acquired Ladbrokes Coral two years ago, and now, the completion of the migration for all the acquired brands, including Ladbrokes, Coral, Gala Casino, Gala Bingo and Gala Spins, is set to make them all available on the GVC platform.
The migration of Ladbrokes is the biggest one that GVC Holdings has brought to an end so far. It also represents one of the last fragments of what has been described as the most compound integration process in the gambling industry so far. The process has been managed and completed on time, in line with the originally announced budget and none of the 25 million Ladbrokes Coral user accounts that have been transferred was disrupted.
In addition, the final migration of 12.5 customers of the Ladbrokes brand has been finalised at a time when all teams engaged in the process have been working remotely due to the Covid-19 lockdown, which makes the completion even more remarkable for the company.
Shay Segev, the COO of GVC Holdings has described the stage of Ladbrokes Coral integration process as a “critical and hugely complex” one and further said that it came as a testament to the sophistication of the company’s technology.
Gambling Company Remains on Track to Delivering its Full Annual Synergies by the End of 2021
As a result of the successful migration of the Ladbrokes brand, its customers will now be able to benefit from the full capacities of the technology platform of GVC Holdings, which is one of the advantages that make the Group so competitive.
The platform, to which the Ladbrokes brand and its customers are now migrated, is known for its greater efficiencies, product development, customer propositions, stability, etc. It has been central to the strong financial performance which GVC Holdings has been recently reporting. Another important feature of the platform is the fact that it allows the Group to be more adaptive to regulatory changes in comparison to its competitors.
In line with the latest priorities of the UK gambling regulatory bodies, the platform also delivers a vast range of tools and initiatives to promote safer and responsible gambling for its customers.
Now that the mitigation of the Ladbrokes brand to the Group’s platform is now finalised, some office integrations can take place so that the gambling operator remains on track to deliver its full annual synergies of £130 million by the end of 2021. The completion of the mitigation phase is also expected to free up considerable technical resources that can be reused for new products development and innovation, as well as for further merger acquisition deals when such an opportunity occurs.