Ladbrokes Purchase of Australian License Threatens Paddy Power Dominance
UK gambling giant Ladbrokes has bought itself an Australian online and mobile license as it gears up for a customer war with Paddy Power. The group has taken control of Gaming Investments, whose businesses include Bookmaker, for an initial A$22.5 million.
With Mobile sportsbooks in Australia gaining massive popularity in recent times, this is a positive move from Ladbrokes, but can they make inroads into a Paddy Power controlled market? Paddy Power bought in EUR 274 million through mobile devices in the first half this year, more than double the same period in 2012.
There’s no doubting that Australians love Mobile sports betting, therefore, considering the rapid growth of the mobile market. With Ladbrokes planning to use both its own brand and those it took control of with the Gaming Investments purchase, it will be hoping to bring Australian bettors onside quickly.
Ladbrokes will start by concentrating on the horse racing schedule during the Spring Racing Carnival. This event will culminate with the prestigious Melbourne Cup, and the betting giant will be looking to take full advantage of this favorable schedule.
mobile casinos and sportsbooks are the areas of greatest growth for online casinos over the past year, and a series of high profile adverts in the UK will probably lead to even larger growth in the medium term. For now, though, Australia is left for these two giants to slog it out.
