Chinese Market Impenetrable? Not for Ladbrokes!

10/03/2011
By Pamela PattersonGoogle

 

The UK-based online gambling mega-player Ladbrokes recently managed to break into the never-before entered Chinese market.  How’d they do it?  With a good partnership, an excellent reputation and a little game called “Lucky Racing”. 

 

The partnership is Ladbrokes and Hong Kong-based lottery services provider AGTech Holdings.  The game was developed by Inspired Gaming Group (talk about getting a lucky break…) and is a game where players can bet on a virtual car race.  The odds are fixed in this game that naturally, had to meet approval by various levels of China’s communist government.

 

The fact that Ladbrokes was able to penetrate the Chinese market has made international headlines.  This unprecedented move also places Ladbrokes in a league of their own and has the British government boasting with pride.  This is big news not only for the gambling industry (specifically the online gambling industry) but it’s big news for Internet commerce and business in general.  China is a hard market to enter and anyone who manages to “make it” is up against virtually no competition. 

 

The world is anxious to see how the Chinese people respond to Lucky Racing and if there is a demand for more games similar to Ladbrokes’, if the Chinese government will show interest and perhaps look for a better deal from other gaming provider. 

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