Online bookmaker and gaming company Ladbrokes has announced that it will soon be moving its online poker platform from MPN (formerly Microgaming) to Playtech's iPoker Network. The transition to the iPoker Network will come "in due course," according to a press release issued Monday.
The first instance of the extended partnership between Ladbrokes and Playtech will see the launch of a new "Vegas" tab on Ladbrokes.com, offering a suite of Playtech casino and games products in addition to a range of third party products from other suppliers. No timetable has been set for the transport of Ladbrokes' poker offering, but it appears the site will soon be moving in that direction.
Ladbrokes joined the Microgaming Network in 2009.
"This is an exciting opportunity to play a key role in delivering material growth to Ladbrokes Digital business in the coming years," said Playtech CEO Mor Weizer. "The combination of Ladbrokes’ brand strength, its newly invested core technology and Playtech’s proven track record in growing digital revenues through advanced e-commerce and digital marketing has significant potential."
Ladbrokes is one of the largest poker skins currently residing on MPN, which ranked 10th worldwide in online poker traffic as of Tuesday morning. iPoker is the fourth largest online poker site in terms of real-money cash games, trailing only PokerStars, Full Tilt Poker and PartyPoker. The network is the home of popular poker rooms like Bet365, Everest Poker, Paddy Power, Poker770, Titan Poker, William Hill and Winner Poker. Betfair is also in the process of transitioning to iPoker this year.
According to Reuters, shares in Ladbrokes jumped to their highest in five years upon the news of the deal with Playtech. Ladbrokes shares were up 6.9 percent at 240.7 pence, reaching their highest level since 2008.