UK-based bookmaker Ladbrokes has soft-launched a “gamification” program that rewards players with cash bonuses, according to multiple media reports. The “Ladbrokes Life Adventure” scheme dovetails with the bookie’s current brand campaign based on five characters and their betting styles.
Players will collect coins which are then traded for scratch cards. Each card guarantees a cash reward. Starting this month, a group of customers will use the system on a trial basis ahead of a full roll-out in early December. The plan will cover the full suite of products including sportsbook, bingo, Vegas and poker.
“We’re delighted to be launching the Ladbrokes Life Adventure this winter,” said Pablo Grunbaum, Ladbrokes digital COO. “Our new rewards scheme is the most innovative and ambitious in the gaming industry and we are looking forward to introducing it across our full range of products in time.”
