ABOUT US

History

Ladbrokes is an international brand which is operated in Belgium by DERBY S.A., a subsidiary of the multinational GVC Holdings PLC. Listed on the London Stock Exchange, GVC Holdings PLC enjoys an excellent reputation worldwide through its network of agencies and the various digital channels it operates. The London-based company, which has existed since 1886, has a turnover of over £16 billion and employs over than 15,000 people all around the world.

Ladbrokes.be is a brand of the Belgian company Derby S.A. which has been present in Belgium since 1969. The brand belongs to the international group GVC Holdings PLC, which owns a wide range of brands in the entertainment sector.

In Belgium

Ladbrokes was established in Belgium in 1970 and has become the undisputed leader in the retail sector in Belgium through its network of agencies and newsagents. In 2014, Ladbrokes Belgium became Ladbrokes.be.

Ladbrokes.be is present in Belgium with more than 300 agencies, around 400 newsagents and through the website. Since 2014, Ladbrokes Belgium has entered the digital market via its website and mobile applications. Online, Ladbrokes.be presents itself as the Belgian challenger and a strong competitor in the face of international market. Ladbrokes.be offers a wide range of sports betting on different types of sporting events (football, tennis, F1, cycling, etc.) but also on horse betting (French, English and Belgian races) and greyhound racing. Ladbrokes.be offers their customers in Belgium the possibility to bet in agencies, in bookshops but also through the website. Both in the agencies and online, football, tennis and basketball are by far the most popular sports for gamblers. In 2019, more than 70% of the bets placed were on football with the Champions League, Premier League and major international matches. In retail, football accounts for more than 80% of all bets placed during 2019.

Agencies in Belgium

With its network of more than 300 agencies, Ladbrokes.be is the undisputed leader in the retail market. In each agency, customers are offered a variety of betting options on horse racing, greyhound racing, virtual betting, sports, etc. Each branch has different terminals to provide this offer to customers.

Digitalisation is becoming one of the primary objectives for all of the agencies. The tablet was introduced in the agencies during 2019. It enables customers to consult information on horse racing (English and French) and all sports betting. The aim of the tablets is to replace traditional media (newspapers, magazines) and improve the customer experience by making betting easier, more accessible and simpler to use. Agencies’ managers are trained to be as attentive as possible to their customers.

Not only to be at their service, but also to detect worrying gambling behaviour and report it. Ladbrokes.be puts everything in place to protect its agency staff by training them in all types of possible risks in agencies. For the encoding of bets, the agency managers use the DM21 system, which is managed by the Network department at the head office in Auderghem (Brussels). Ladbrokes.be owns a gaminghall since 2019: Speelhal Bree. Thanks to this gaminghall, Ladbrokes.be now has the B and B+ licence (complementary licence for online games) which allows it to operate Dice games in gaming rooms but also online.

Ladbrokes.be

Since 2014, Ladbrokes Belgium has taken part in the digital market via its website Ladbrokes.be. Online, Ladbrokes.be presents itself as the Belgian challenger and a strong competitor in the face of international competition.

The Ladbrokes.be website is divided into three parts: sport, casino/poker and Dice Games. The sports section offers a range of bets on all types of sporting events: football, basketball, tennis, cycling, etc. The casino/poker section offers a multitude of games such as slots, cards and tables. It is also possible to play live casino/poker games 24 hours a day.

Values, mission, vision

Ladbrokes.be focuses the energy on five values that are essential for the well-being of its customers but also for the company:

  • The responsible gaming customer-focus
  • Social responsibility
  • Sustainability
  • Innovation
  • Entertainment

Foundation

On the occasion of the 50th anniversary since its establishment in Belgium in 1970, Ladbrokes.be entered the world of philanthropy and launched its Foundation, a nice way to highlight the values of the company. The Ladbrokes Foundation was set up to support athletes. Athletes of all levels, from amateurs to professionals.

Every year, the Ladbrokes Foundation calls for applications to select and support athletes. Athletes, high level or not, need a structure for the best preparation for a competition but also to evolve in their domain. The Foundation wants to help sportspeople to optimise their efforts. Each year, it launches a call for applications to select and support these athletes. As sport is Ladbrokes.be's speciality, the Foundation had to play a role in this sector.

At the heart of the company during all these years, now CEO, Yannik Bellefroid has had many discussions with athletes, managers but also decision-makers and opinion leaders in Belgium and abroad. The creation of the Foundation then became a high matter for him. So that emotions become part of our daily lives, so that the values of sport, motivation, fair play and performance are combined with solidarity, kindness and open-mindedness, values dear to the Ladbrokes.be company, the Foundation has selected its first sportsmen and women in 2019.


Sponsoring/Partners

Ladbrokes.be is a partner of many events and sports clubs in Belgium. The social responsibility of Ladbrokes.be is being one of the primary values leading the company to support many projects. In the field of sports, Ladbrokes.be supports clubs from various disciplines (football, hockey, basketball). It also supports Belgian sporting events such as the Raymond Goethals Trophy, which rewards the best Belgian football coach, or the VW Fun Cup, a car race at the wheel of the legendary Volkswagen Beetle.

Through its social responsibility, Ladbrokes.be has recently become involved in a project that is particularly close to Ladbrokes’ heart. In collaboration with the prison of Marche-en-Famenne, the company has set up a workshop for the construction of outdoor furniture. This outdoor furniture is built, transformed and created by the inmates. The materials used for this furniture come from recycling chains

GVC Group

Since 2018 Ladbrokes Coral PLC is part of the GVC Group. GVC Holdings PLC is one of the largest sports betting and gaming groups in the world, operating both online and in the retail sector. The group has an international reach with licences in over 20 jurisdiction and employs over 26,000 people in 20 offices on five continents. The main purpose of the GVC Global Foundation is the coordination of GVC’s global corporate social responsibility initiatives as well as distribution of donations to non-profit organizations with comparable causes. The foundation focus is in supporting areas where there is a natural connection with our business and customers. The foundation tries to put forward several values: responsible gambling, sports integrity and gambling regulation research, education and treatment. But also wellness, with a special focus on mental health, projects with a clear link to the local community in major office locations. “GVC launched ‘Changing for the Bettor’ Safer Gambling Campaign and Announces Major Research Collaboration. ‘Changing for the Bettor’ is GVC’s global responsible gambling campaign. This global campaign is being spearheaded by a major new research project looking into problem gambling in collaboration with the Division on Addiction, Cambridge Health Alliance, a Harvard Medical School teaching hospital.


GVC Foundation

The main purpose of the GVC Global Foundation is the coordination of GVC’s global corporate social responsibility initiatives as well as distribution of donations to non-profit organizations with comparable causes.

The foundation focus is in supporting areas where there is a natural connection with our business and customers. The foundation tries to put forward several values: responsible gambling, sports integrity and gambling regulation research, education and treatment. But also wellness, with a special focus on mental health, projects with a clear link to the local community in major office locations.

GVC launched ‘Changing for the Bettor’ Safer Gambling Campaign and Announces Major Research Collaboration. ‘Changing for the Bettor’ is GVC’s global responsible gambling campaign. This global campaign is being spearheaded by a major new research project looking into problem gambling in collaboration with the Division on Addiction, Cambridge Health Alliance, a Harvard Medical School teaching hospital.