Ladbrokes reduces tailored language sites

Following a strategic review, British-based Ladbrokes.com has announced that it will reduce the number of tailored language sites it offers and will focus on 13 tailored sites in nine different languages; supporting 17 currencies.
From 1st February 2011 Ladbrokes.com will no longer offer a tailored service in Bulgarian, Croatian, Czech, Finnish, Hungarian, Norwegian, Portuguese, Romanian, Russian, Slovakian and Slovenian.
Gary McIlraith, Ladbrokes’ Managing Director Digital Channels, International and Strategy commented: “We’ve taken a fresh look at what is the appropriate number of languages we operate in, their cost effectiveness and potential moving forward. As a result of the in depth review we are reducing the range of languages and tailored sites that we offer. This will enable us to better target our internal resources and strengthen our marketing spend around those languages and markets that have the potential to provide significant and durable, regulated revenue and profit.
“This is about focusing and strengthening our online resources to where we can operate efficiently and ensure durable scale. We remain very committed to our key markets and will continue to actively review new market opportunities, both online and offline, where we believe we can achieve the requisite scale and compete effectively.”

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