Ladbrokes
Ladbrokes’ launch of the “That’s Ladisfaction” platform in August 2025 represented a bold evolution of the brand, designed to create a more personalised and emotionally engaging betting experience.
Ladbrokes is known for its strong retail presence, innovative campaigns, and commitment to customer engagement. Memorable campaigns include “Bring Your Wave” during the Euros, to “Gaffer of All Accas.” We wanted to put it back at the heart of British betting and gaming culture. We created a new brand platform built around the concept of “Ladisfaction” – the ultimate feeling of satisfaction when bets, games and rewards are perfect for you. The initiative reflects deep customer insight and a commitment to cultural relevance. “That’s Ladisfaction” is more than just a campaign – it is a brand-wide commitment that touches every customer interaction, from retail and customer service to digital channels and social engagement. The creative execution of “That’s Ladisfaction” was brought to life through three flagship TV ads: “The Bet Builder,” “LadBucks Choices,” and “Play Safe.” Each uses humour and relatable storytelling to showcase key features such as customisable betting tools, loyalty rewards, and responsible play. The campaign launched alongside the football season in 2025 across TV, digital, social media, radio, and a nationwide out-of-home push in the UK.
Sporting Bet
As consumer expectations shift towards conversational, AI-powered experiences, Sportingbet Brazil identified a huge opportunity to reimagine how customers discover betting opportunities – particularly for high-profile events like the FIFA Club World Cup.
In the Americas & Southern Europe (ASE) region, we’ve adopted a deliberate strategy of piloting responsible AI initiatives quickly, learning through real-world experimentation, and scaling successful solutions to other markets. SportingBOT exemplifies this approach – launching first in Brazil as a focused test-and-learn initiative before a broader rollout.
SportingBOT is a generative AI chatbot that serves as a personalised betting assistant. The bot integrates our live odds pricing API, real-time match data via Sportsradar, and is grounded in the knowledge of Sportingbet promotions and T&Cs – enabling customers to receive accurate, contextual answers in a natural conversational flow.
Customer Care is central to how we operate as a responsible, compliant and customer-centric business. We continue to champion safe, transparent, and fair experiences for every customer.
Our ambition to be the operator of choice —grounded in constructive regulatory engagement and industry leadership—faces ongoing challenges from the continued expansion of unlicensed markets, which offer no consumer protections and undermine trust in regulated environments. Against this backdrop, our commitment to safe and responsible play is more important than ever.
Our safer gambling strategy is embedded throughout the full customer journey and structured around three pillars: Engage, Support, and Protect.
In 2025, Entain launched Retrigger Games, a new in-house studio dedicated to creating innovative gaming content. This milestone strengthens Entain’s strategy to scale proprietary content globally and reinforces BetMGM’s leadership in North America, a market with significant growth potential.
Retrigger joins our established studios—CR Games and Vertical Studios—bringing fresh talent and creative diversity to accelerate game development. With three studios now under one roof, Entain has achieved critical scale to deliver unique content that resonates with players worldwide.
The US market is a priority for Retrigger, not only for its size but also for the unique ecosystem surrounding BetMGM. Leveraging MGM-owned properties, licensed brands, influencers, and ambassadors, Retrigger will deliver high-quality branded content tailored to American players. Jackpot slots and branded games will anchor its portfolio, reflecting US player preferences and differentiating Retrigger from our European studios.
In 2025, Entain achieved a major milestone in its retail digital transformation with the full deployment of Group BetStation (“GBS”) across all Ladbrokes and Coral shops in the UK and Ireland. GBS is a proprietary, in-house developed platform that delivers a market-leading, selfservice betting experience, redefining how customers engage in store. It is a clear example of how we are bringing our Determination at Play to our retail network.
The rollout, which began with the first terminal in Feltham in 2020 and concluded in Swansea in 2025, upgraded more than 2,400 shops and converted 12,000 betting terminals. It required a significant investment in technology and collaboration across global teams, supported by feedback from over 14,000 UK retail colleagues. GBS is now the primary sports betting channel across our retail estate, enabling customers to enjoy a seamless, digital-style experience.