Following aborted acquisition talks with 888 and Sportingbet and a flirtation with Playtech, a spokesperson for Ladbrokes has confirmed to The Telegraph that the company has now begun discussions with Ireland’s Betdaq to buy in technology from the betting exchange operator.
Ladbrokes has set aside £50m to overhaul its underperforming online operations. The company has already improved its trading systems and a new Ladbrokes.com is scheduled for launch in February, but there is still much that it can do if it hopes to catch up to and overtake rivals such William Hill and Paddy Power.
According to The Telegraph, Ladbrokes believes that the betting exchange operator has “good up-to-the-minute pricing technology” which the company can benefit from.
Betdaq, the trading arm of Global Betting Exchange, operates a peer-to-peer betting exchange and recently launched Betdaq 1Bet, a traditional bookmaker style betting product. The company had not responded to a request for comment at the time publication.
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