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← Our Work
Project

1st Generation Online Odds Platform

Client

Ladbrokes

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The brief

Ladbrokes is one of the largest betting companies in the UK and is among the largest retail bookmakers in the world. Siteset was brought in as part of the original team to deliver and execute Ladbrokes’ entry into the world of on-line gambling which, at the time, was still a new concept fraught with conceptual and technical challenges.


Our work

Initially we were retained simply to deliver a means for Ladbrokes to publish prices for selected horse racing events on to the main Ladbrokes domain at a time when internet publishing was still a mystery to most. This work evolved into us being asked to deliver Ladbrokes first in-store internet terminal which was successfully piloted in key stores at a time when this FTSE 250 company was still finding its way in the new world of online business.

After this we were asked to be part of the team that would actually put Ladbrokes’ core business online, with the project to deliver what would become www.bet.co.uk (now simply www.ladbrokes.com). This large project saw Ladbrokes’ first on-line sports bets being placed ahead of the Grand National that year and the Siteset team members sat and watched at Ladbrokes’ Rayners Lane HQ as the very first bets started coming in, quickly turning into a torrent which threatened the stability of the system, although ultimately it proved robust. As part of the team we delivered the structure and style of the user interface and quickly evolved this into an interface which today still has echoes of our original work.


The result

As part of a hugely significant project for this listed company we remained part of the retained team as online gambling quickly became recognised as the way forward for the gaming industry, ahead of the future of this business sector being strategically brought in-house by Ladbrokes.

Services provided

  • Strategy
  • Web Development