Ladbrokes is one of the most famous names in the history of bookmaking. The company was initially known for its telephone betting and cash betting offices in the UK. The firm moved online as internet betting grew and Ladbrokes is now a global brand. The company launched a site for residents of Australia in 2013 and now offers a betting service on PC and mobile platforms. Ladbrokes purchased Bookmaker.com.au to enter the Australian market. The company has many partnerships and sponsorship arrangements with Australian sporting bodies and venues, including the following:
- Darwin Racing
- Ladbrokes Park
- The Valley
- Tas Racing
Ladbrokes is also a betting operator for cricket, tennis and rugby union in Australia. The company has many sports partnerships in the UK, mainly related to football and horse racing.
Ladbrokes Key Features
Ladbrokes is one of the most trusted names in betting but that is backed up by an excellent sports betting service for customers located in Australia. Its operation is licensed and regulated by the Northern Territory Racing Commission. The core product is horse racing and football but residents of Australia can now bet on more than 20 other sports and other betting categories.
There is no online live betting due to Australia’s Interactive Gambling Act. However, the QuickCall live betting service offers live games in the main betting sports. Registered members can enjoy the benefit of sports and event specific ongoing promotions. The site and mobile app have measures in place in a safe environment for banking, customer support and responsible gambling.
- Safe and secure betting environment with a highly trusted and established brand.
- Betting on about 25 sports categories.
- QuickCall live betting interfac.
- Ongoing promotions for existing customers.
- Prompt deposits and payouts.
- No online live betting due to gambling laws in Australia.
- Other bookies offer more niche sports.
Promotions and Payment Options
Customers with Ladbrokes in Australia have access to an outstanding horse racing betting service which is enhanced by the daily Odds Boost promotion. This feature allows bettors to increase the fixed odds for one backed horse each day. The boost is applied through the betting slip so the process is quick and seamless.
The enhanced odds are applied on a sliding scale. The higher the odds, the bigger the percentage boost. The exact percentages are not published but here are some potential price increases as part of this ongoing promotion which was introduced in 2016:
- 1.50 to 1.65-10% Boost
- 5.00 to 6.00-20% Boost
- 11.00 to 13.50-25% Boost
- 101.00 to 151.00-50% Boost
The marginal increase in horse racing odds for one selection each day provides a good incentive to open an account, deposit funds and place bets with the Ladbrokes Australian operation. Racing betting is highly competitive in Australia with the Totalisator Agency Board (TAB) dominating the market. Ladbrokes offer Odds Boosts to offer better value in their odds but across just one race each day. The brand’s reputation allows the site and app to compete with the TAB.
Customers can also receive a bonus credit that applies across all the betting sports. A typical bonus is $25 which is subject to wagering requirements of two times the bonus and winnings. Any qualifying rollover bets must be staked at odds of 1.50 or bigger and the bonus credit expires after 90 days. A bonus credit can be split over four bets and not one single wager.
There are many deposit options for the Australian-facing Ladbrokes online operation inluding Visa, Mastercard, Paypal, POLI, BPAY and felexpin. Deposit times are instant incurring no added fees. The minimum deposit across the website is $10.
Deposits can also be made by Bank Transfer which is also the main withdrawal method. Payouts are made promptly by Ladbrokes and any delays depend on the provider. There is no anecdotal evidence of delayed payments so customers with positive account balances can be confident their money is safe.
Ladbrokes Betting Markets
Ladbrokes offers customers registered in Australia about 25 sports for betting including Horse racing, Soccer, Rugby League, Cricket, Australian Rules and Tennis. The ‘Build a Quick Multi’ facility allows bettors to select the Favourite or Outsider in selected matches across the main betting sports over the next hour, 1 to 3 hours or 3 to 6 hours.
‘Racing’ is the first option on the main menu on the Homepage. The main horse racing meetings for betting are located in Australia, New Zealand and Hong Kong. Fixtures from the rest of the world include in the UK and Ireland, United States, South Africa, South America and the UAE. The racing lobby also features Australian and global events in greyhounds and harness racing.
Customers can place bets on each type of racing in fluctuating, fixed odds and tote markets. On any race day Ladbrokes offer the following types of bet:
- Each Way
- First Four
The ‘Pick Your Own Odds’ feature is related to the potential winning margin of the backed horse. Form guides add something extra to the racing betting experience. Overall, the racing betting service is intuitive and easy to use with few missing features.
Soccer is the most popular betting sport in the world and bettors in Australia generate plenty of turnover. Ladbrokes offers betting on the Australian A-League and leagues from other parts of the world. However, the most bet on soccer competition is the Premier League in England. Ladbrokes has over 150 markets for each fixture, including match result, handicaps and totals and most other aspects of a match. Customers can bet on the outright winner of many events, including domestic leagues, continental competitions and global tournaments, including the World Cup.
Rugby League is massive for betting in Australia and this interest is reflected in the coverage of the sport at Ladbrokes. The National Rugby League (NRL) and Super League, predominantly in England, provide the most betting events. The most bet on markets are the match winner, handicaps and totals. Bettors can place wagers on the champions in these leagues. Ladbrokes covers international fixtures between Australia and New Zealand, England and Great Britain.
Cricket is another popular sport for Australian-based sports bettors. Ladbrokes offers odds on domestic competitions, One Day Internationals, Test matches and series and Twenty20 tournaments. The AFL in Australian Rules generates betting turnover with Ladbrokes. The site features tennis betting on ATP and WTA tournaments and minor tours. In addition to the mainstream sports, customers in Australia can place wagers on Politics, Esports and Novelty and TV markets.
App and Site Experience
Customer Support with Ladbrokes
Residents of Australia must confirm their identity as part of the customer registration process. Copies of identification documents can be sent online or posted in paper format. Ladbrokes has a betting and customer support telephone number. There is also a ‘How To’ section that covers the main account management and betting services. However, this is only available to customers who have signed in to their account. The operator has a social media presence with accounts with Twitter, Facebook and YouTube. There are options to set deposit and betting limits over specific periods of time, in line with Ladbrokes commitment to promoting responsible gambling.
App & Site Experience
Ladbrokes have launched a downloadable app for Android and iOS devices. There is also a browser mobile version of the website, as long as the browser is correctly optimised. The mobile app is easy to navigate and well laid out so any market can be reached with a few taps. There are no-mobile specific bet credits and odds boosts. However, mobile users can claim the offers that appear on the desktop computer platform.
Ladbrokes purchased Bookmaker.com.au and use that website with their own branding. Betting markets, odds and the back office have been replicated from the leading Australian online operation. The betting and account management features are well presented and look appealing. The betting and live betting interfaces are well-designed and function well. Customers with Ladbrokes in Australia enjoy a positive online betting experience.
Ladbrokes Final Verdict
Ladbrokes have handpicked their betting partners in Australia and made a good choice. The website and app bring together the betting features of Bookmaker.com.au and the branding and reputation of the established brand. Ladbrokes is a trusted name in global betting and customers in Australia are well catered for in terms of betting sports and leagues.
The minimum bet is $0.50 online and $20.00 on the betting line. High maximum payouts mean the company accepts bigger staking customers in Australia. The betting margins are no worse than average and not a major selling point. However, overall Ladbrokes is a highly recommended destination for sports bettors who are located in Australia with no major flaws or absent features.