SBC News Voice of the Sports Betting Industry
Playtech has launched an exclusive live gaming show ‘Well Well Well’ for Ladbrokes, the flagship UK property of FTSE100 gambling group Entain Plc.
Live-streamed from Playtech’s state-of-the-art studio in Riga, Latvia, the offer has been cited by the firm as one of its ‘most complex bespoke games developed to date’ for Ladbrokes customers.
Playtech outlined that all game components were specifically built to enable Ladbrokes customers to be immersed in a completely original user experience.
The development of Well Well Well was led by Kevin Kilminster, Head of Live Casino Innovation at Playtech Live who commented: “Ladbrokes UK chose Playtech to build this bespoke Live Game Show. We always strive to deliver bespoke games to support our partners in delivering games which support their business strategies.
“When you combine gameplay and the presentation perspective with the talented Playtech Live studio production team, you are looking at the best studio experience in the business. The level of detail that has gone into the production of the game Well Well Well is truly commendable and we are thrilled to be working with the fantastic Entain team to create the most engaging responsible gambling entertainment experience for their players.”
Well Well Well follows a series of customised solutions delivered for Entain that include dedicated tables such as Magic 7 Blackjack, Coral Sports Area, Ladbrokes Exclusive tables and the Elevation area.
Of significance, the live game will be further enhanced by CR Games, Entain’s in-house slot studio that will showcase new bonus rounds alongside the game. These include Buckets of Gold, Rainbow Pays and Magic Reels – a new wheel mechanic which allows customers to see all the enhanced win potentials.
Adam James Lahouiri, Live Casino Commercial and Product Manager at Entain, added: “We are delighted to bring the best of our in-house slots branding to a world-class game show exclusively for the Ladbrokes brand. This cements our position as the home of game shows, thanks to the joint effort and collaboration between Playtech, Ladbrokes and CR games. What initially began as a few mock-ups I designed in June 2021 has grown into a fully-fledged live game.”
“Although the nine months of collaboration alongside our in-house slots provider CR Games and Playtech were a rollercoaster, it was a ride I’d happily queue up for again!”
