Are there plans for the closer integration of GBEA?
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:
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.