UK bookmakers Ladbrokes, which runs a telephone betting and gaming service out of Gibraltar, has announced that it will also run an on-line betting service for US group Playboy Enterprises, the magazine publisher which was recently involved in an abortive attempt to re-open the famous Playboy Casino in London's West End.
The new Gibraltar joint venture will see Ladbrokes providing operating finance, while Playboy contributes marketing, branding, design and content.
The site will be called PlayboySports-Book.com and will offer a range of fixed odds sports wagering, with a virtual "Playboy betting bunny" as an interactive hostess. American sports will be among those offered.
John O'Reilly, managing director of Ladbrokes eGaming, said Playboy's audience profile fitted well with the internet gaming audience; Playboy said it expected the online gaming market to generate annual revenues of $6 bn by 2004 from 10m players.
Last week, in response to the UK Chancellor's offer of a deal on UK betting and gaming taxes if the bookies would agree to come back to the UK, Ladbrokes, which employs 230 people on the Rock, stated that it has no plans to return to the UK at the moment. A spokesperson commented that the company could review this in the future saying: 'if and when the situation comes up it will need to come under review, since we have to explore every possible option.'
It's becoming difficult to see that there is a deal to be done between the Chancellor and the bookies. Victor Chandler also said last week that he wasn't considering a return to the UK, and Gordon Brown's history of 'stealth' is probably not compatible with the bookies' wealth, even if he appears to be offering enticing goodies. How could he be trusted?
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