LONDON May 1 British bookmaker Ladbrokes
has hired Jim Mullen from William Hill to run
its online operations as it tries to make up lost ground on its
larger rival in the sector.
Ladbrokes' attempts to galvanise its digital business are
borrowing heavily from the success enjoyed by market leader
William Hill, which entered the FTSE 100 index of leading
companies on Wednesday.
Mullen will have the title of director, digital when he
starts work in November, Ladbrokes said on Wednesday. He worked
as chief operating officer at William Hill's online operations.
Ladbrokes has formed a partnership with software developer
Playtech to develop its online business, a fast
expanding part of the gambling market. The companies launched a
digital marketing services operation on Wednesday, to be based
in the Israeli city of Tel Aviv.
Mullen knows Playtech well from his time at William Hill.
The two companies ran an online joint venture until William Hill
paid 424 million pounds ($659.91 million) for full control last
Ladbrokes issued a profit warning last month after a poor
performance from horse racing and online gaming in the first
three months of the year.