Ladbrokes Coral use pioneering technology to take control of video content

March 23, 2017


Ladbrokes Coral have adopted a “world first technology” to take full end-to-end control of their licensed video content.

The development means the merged betting giant will have a single API video platform that provides users with a unified front end experience using a single player across all digital outlets.

Ladbrokes Coral’s bespoke streaming platform, developed by iGame Media Ltd (iGM), is seen as a crucial leap forward in a changing strategy applied by betting operators.

It also enhances Ladbrokes Coral Group plc’s market position, and revolutionises how they acquire new products, trade new markets and distribute live content. The move reduces the Group’s overall ‘acquisition to delivery’ cycle down to a matter of days, not months.

iGame Media developed Ladbrokes Coral’s new streaming platform in such a way that they only require a single sportsbook integration API to map all video events and additionally connect with multiple rights holders as well.

This means video events from major third party rights owners are also mapped via this single API, drastically reducing the multiple resources to support sportsbook integrations.

Those third party rights holders still control the video delivery – however a single unified player is used across all content and all video events mapped using a single mapping engine.

“This revolutionary technology, with the industry’s first single platform video solution, allows unlimited rights holders or content aggregators to bring their offering via Ladbrokes Coral in a very short timeframe,” said Ian Chuter, Chief Operating Officer – Digital at Ladbrokes Coral Group.

“It places Ladbrokes Coral in a unique place to stay abreast of technical changes and ahead of our competition. It also delivers a unified solution for our customers who can access a single player across any platform.”

Eddie Mumtaz, Managing Director of iGame Media, said: “We are very excited for Ladbrokes Coral Group; working with their technical teams and strategists over the last few months has been a fantastic journey for both us and them. Our single API video platform is the future, driving a lot of cost savings for the Ladbrokes Coral operation, and equally allowing a single team to manage all their video property, giving users a unified playback experience.”