William Hill Faces Aussie Competition from Ladbrokes

10/01/2013
By Tommie ClarkGoogle
Despite the UK giant laying off a large portion of its staff in a bid to cut costs the company has still set its sights on expanding the business on a global basis. This comes as a shock to William Hill as in the UK Ladbrokes are their fiercest rivals, and just as WH thought they had entered into a market Ladbrokes are unlikely to venture into the news came out that they’ll be tussling for market share in Australia as well.

William Hill and Ladbrokes are essentially Britain’s two biggest bookies, but saturated markets in the UK with not much between their loyal customers has meant neither has had much success in shifting their competitors customers over to their firm. 

Ladbrokes is also planning to get its online gaming and sports bet facilities opened in the Spanish market. It seems the bookies are now going multi-national in the same way the US’s Walmart and the UK’s Tesco have moved their supermarket systems abroad to avoid their own saturated marketplaces. In a bold move by Ladbrokes they plan to take over Gaming Investments Pty Ltd, which is a long established Australian sports bet firm.

The deal is said to be worth a bargain A$22.5 million. That deal includes all the subsidiaries, and so Ladbrokes will be running the online Bookmaker.com.au. On top of that the sports marketing business known as Panda Gaming is also being thrown into the deal.

Richard Glynn, who is Ladbrokes chief exec was very pleased to confirm the deal. He was clear and concise in that the companies intentions to move forward into other markets is part of a long term strategy to move the sports online gaming and high street bookies into more of a global enterprise in order to expand its horizons. This is a huge deal for Ladbrokes to firstly not fall behind to William Hill and secondly to get piece of a market with an estimated value of A$6 billion.



What this means is that the two biggest rivals in the UK market are now up against some stiff competition in a market that is well worth investing in. With a market dishing out multi billion dollars’ worth of sales and competitors such as Sportingbet, the domestically expanding and restructured Tabcorp, as well as the world renowned Paddy Power, it’s going to be interesting to see how the experience of the British market is going to fair in a highly competitive Aussie market that is going through some expediential changes in its political stand point towards gambling.

It seems the online gambling market in Australia is beginning to look highly volatile in terms of investments, but the high street bookies and sports bets pages do not look as if they will be affected. At least with William Hill, Ladbrokes and the huge investments of Tabcorp to restructure it seems that new government laws have not rattled any cages as all three businesses continue to move forward. 
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