Ladbrokes unveils game-changing reward scheme

In November the bookmaker will be soft launching the UK's first gamifcation project, which sees players offered cash bonuses for enjoying their favourite games.

The concept is labelled the 'Ladbrokes Life Adventure' in keeping with the bookmaker's current brand campaign based on five characters and their betting traits.

Customers playing casino games such as blackjack will collect coins which are then traded for scratchcards, with each card received guaranteeing a cash reward. Players do not need to opt in to receive coins. The scheme draws upon thinking employed by video game producers who cite such systems as key drivers of repeat play.

The soft launch takes place at the start of November when a group of customers will have access on a trial basis before a full roll-out in early December, whilst plans are already in place to implement the reward scheme across the full suite of products including sportsbook, bingo, Vegas and poker.

Pablo Grunbaum, Ladbrokes Digital COO said: "We're delighted to be launching the Ladbrokes Life Adventure this winter. 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."