|The former MD of Ladbrokes' offshore arm Ladbrokes International has set up an online betting and gaming company with plans to roll out a range of interactive products. |
Ed Ware headed Ladbrokes' online and phone-based Gibraltar business until the end of last year. He has now set up Trafalgar Betting and Gaming with the help of a number of private backers.
Its first gaming product, online casino 32Red, went live earlier this month.
According to Ware, although the online casino sector is overcrowded, 32Red will set itself apart by offering a 'British-focused experience'.
'There are so many Las Vegas-style casinos out there but very few with a British focus,' he said 'The UK market is the priority for 32Red.'
Although the casino will mainly try to focus on the UK, Ware is also looking at international opportunities and in particular is keen to try and cash in on the lucrative Far East gaming market.
32Red is launching with a controversial viral email marketing push which breaks next month. Created by marketing agency Skive Creative, it will include a Russian Roulette-style game. Skive content director Louis Clement said this will be the first UK email campaign to combine sex, violence and death.
32Red will also run banner ads and search-engine activity. It's also considering a tie-up with a major UK affiliate network.
Trafalgar may also launch a sports book into the competitive Web gambling market. Ware claimed it would find a niche of its own.