Ladbrokes Coral Group is an international betting brand recognized in the United Kingdom, Australia, Ireland, Italy, Spain and Belgium. They consistently rank among the best in the industry with market-leading technology and high service standards. Ari Lewski, executive director of Digital Sports Tech, details the significance of Ladbrokes Coral Group’s global market position, and how their partnership with DST demonstrates the value in being able to use specialist third party providers to innovate and enhance their sportsbook product offerings.
Ladbrokes Coral has an unparalleled physical presence in England, Scotland, and Wales with more than 3,500 shops. They are also a prominent betting retailer in Ireland, Italy, and Spain. Their recognition on the ground carries over to their online branding, which includes digital sports betting and gaming across multiple networks.
Given the size and scale of the Ladbrokes Coral service, Lewski, executive director of DST, knew that his company would have to prove their ability to deliver both a high quality and reliable a sports betting product and service.. It would require DST to generate accurate sports betting data (player prop markets), and deliver the prop market data through a reliable technology platform integration.
“This partnership is a ringing endorsement of the quality of our platform,” said Lewski, when Ladbrokes Coral partnered with DST in August 2017. The partnership introduced DST’s Player Props product into betting markets with established brand presence and history. The bar was set high – DST had to provide support for a product that would perform fluidly across Ladbrokes Coral’s global portfolio.
For Ladbrokes Coral, the potential for growth through Player Props was the deciding factor. The deal was sealed when Gary Gallagher, director of digital products at Ladbrokes Coral, recognized DST as being the first technology company to market with player and match propositions. “DST has proven themselves to be both flexible and reliable,” said Gallagher, “we are looking to expand our coverage further quickly.”
DST’s Player Props platform allows both trading teams and end-users to create and customize their own player prop and accumulator markets, including accumulators with markets from a single game. The two accumulator products, branded #GetAPrice on Ladbrokes and #YourCall on Coral, provide automatic pricing and settlement executed by DST.
Driving growth in the sports betting industry remains the motivation behind DST’s product innovations.
“Ladbrokes Coral is known for their innovative approach. They see the value in player props for its appeal to the next generation of customers and in keeping ahead of the curve.”