Ladbrokes branded betting exchange?

Eagle-eyed online gamblers started commenting this week on an addition to the website of UK land and online gambling group Ladbrokes – an ‘Exchange’ tab and a linked video suggesting that a closer integration of betting exchange subsidiary Global Betting Exchange Alderney Limited with the Ladbrokes brand may be imminent.

Early in 2013 Ladbrokes acquired Global Betting Exchange – better known as Betdaq – for around Euro 30 million . At the time, Ladbrokes management indicated that the company would retain its brand identity and operate as a stand-alone enterprise within the Ladbrokes group, but there is now speculation that this is about to change.

The addition of a tab linking to an amusement-themed video promoting a future Ladbrokes Exchange has strengthened rumours already in the marketplace that a Ladbrokes branded betting exchange will run in tandem with the company’s fixed odd sports book and Betdaq.

The video depicts ants bringing together the pieces of a jigsaw to form the Ladbrokes Exchange logo, with the promise that this is coming soon to both desktop and moibile devices:

http://www.youtube.com/watch?v=rC5S_bB1NVc&feature=c4-overview&list=UUC1iRrq0YD9F21FBU29CC3g

The news triggered exchanges on social network media that included the information that Ladbrokes registered a Ladbrokes Exchange dotcom domain almost a year ago…before the acquisition of Betdaq.

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