Ladbrokes Poker joins Microgaming network

Empire Casino, London

Poker players at Ladbrokes Poker will soon be migrating to a much bigger pool of players as the poker site transitions to the Microgaming Poker Network.

"Joining the Microgaming network will give our players more action on a wider variety of games, particularly at higher staking levels. Microgaming is a leading network and will offer Ladbrokes Poker players faster access to the games they want," said John O'Reilly, Ladbrokes remote betting and gaming managing director.

"We will continue to operate outside of the network on tables where we already offer players the level of action they demand."

Because Ladbrokes Poker already licenses Microgaming poker software, customers shouldn't notice much of a change when the site starts operating on the Microgaming network in early 2009.


According to a Ladbrokes Poker press release, the company plans to continue to provide its customers with high levels of customer service and a unique experience through world-leading poker events, tournaments and promotions.

With the potential for more games and a wider net of players, perhaps the move to the Microgaming Network will help pick up some of the online poker revenue that fell during the first half of 2008.

Ladbrokes Plc. reported that eGaming grew in line with its expectations through the first half of 2008 with net revenue increasing by 19.4%, but poker net revenue had fallen by 6.4% compared to the same period in 2007.

With the move to Microgaming, Ladbrokes Plc. said it expects improved liquidity, together with further enhancements to the software and Web site to positively impact player numbers and yield.

"We remain focused on growing our business organically through increased investment in customer acquisition, retention and loyalty, utilizing our flexible and integrated systems across all our business channels," said Christopher Bell, Ladbrokes chief executive.

"In eGaming, our increased advertising and promotional investment and enhanced product range is delivering new customers and in UK Retail the launch of our OddsOn! loyalty card has been well received and is delivering increased understanding of our customers."

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