UK – Ladbrokes adds new innovation for the Premier LeagueBy Phil - 28 September 2020
Ladbrokes has added a new innovation to its accumulator betting products, allowing players to create a five-a-side team for Premier League match days.
Players can choose from one of six team formations and pick five out of nine types of player to build a team. They then select a different match statistic to bet on each player’s performance to create their accumulator price and matchday offer.
Ladbrokes says the new accumulator bet is the first of its kind on the market. The product will be launched through a major nationwide media campaign with the tagline “an epic new way to bet”.
The bookmaker said it developed the product through carrying out extensive research and beta tests with data suppliers Banach and Opta to analyze multiple customer engagements, player statistics and acca pricings.
It will provide player statistics from Opta to reference player data on attributes such as number of tackles, passes and shots in each game.
The product will also be made available for UEFA Champions League, German Bundesliga, Italian Serie A, Spanish La Liga and French Ligue 1 match days.
Stew Townsend, head of brand marketing at Ladbrokes, said: “Our research shows that fans love following their favorite players throughout the match and this bet was developed with that in mind. We wanted to create a product that centered upon player ability and Ladbrokes’ 5-A-Side combines elements of Fantasy Football and Football Manager. It means that just like those, fans will get rewarded for their knowledge and insight. It’s unbelievably fun to play and gives fans full control over what they bet on and tests their player-picking ability to the maximum.”