Ladbrokes to boost customer relationship management

New eCRM platform envisaged for Internet operations

UK gambling group Ladbrokes is to ramp up eCRM (customer relationship management) activity in its Internet operations in the second half of 2009 in an attempt to boost revenues per player, reports Market Direct.

The bookmaker is understood to be talking to database specialists about building a new CRM platform to face the challenges of an increasingly competitive European online gambling market.

Market Direct reports that a TV campaign in April for Ladbrokes boosted player recruitment, but a spokesman for Ladbrokes told one trade magazine that the focus would be on increasing spend from existing individual players.

"Our marketing campaigns have successfully recruited large numbers of players but yield per player is down," the spokesperson said. "Having recruited large numbers of players in the first half we are now focusing on CRM to drive revenues in the second half."

Ladbrokes also announced last week that it is to move its internet sportsbook operations to Gibraltar by the end of the year to save costs. Its archrival William Hill is also moving offshore to benefit from low-tax jurisdictions.

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