This week Ladbrokes announced the launch of the first customer loyalty scheme by a major UK bookmaker. OddsOn! is just in time for Euro 2008 and the Epsom Derby, sporting occasions that are expected to generate significant turnover. An estimated £350 million will be wagered on the outcome of matches in Euro 2008.

In addition to acting as a loyalty card, customers can use OddsOn! as an account card enabling them to deposit funds onto the card and use it to bet online, over the phone, via text or on Ladbrokes interactive TV services at Sky Active or Virgin Media. However, points are only awarded for bets staked in Ladbrokes' high street shops in Great Britain.

Customers who sign-up to the new scheme will receive 1 bonus point for every £1 staked over the counter in any one of Ladbrokes' 2,100 shops in Great Britain. Customers then have the option of using the points to claim bonus vouchers or free bets. When customers register for OddsOn! they will receive 200 free bonus points. Ladbrokes believes that up to £6 million in rewards and bonuses may be claimed in the first year of operating the scheme.

Commenting on the launch Richard Ames, Managing Director of Ladbrokes UK retail said: "Many customers use more than one brand of bookmaker so we've developed OddsOn! to offer benefits to customers for being more loyal to Ladbrokes. We're pleased to be the first national bookmaker to launch a scheme of this kind. At launch we are offering bonuses and free bets but in future we also have the ability to tailor offers to customers based on the events they are interested in. Thousands have signed up in trials and we expect it to be very popular." (E-06.05.08)

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