Ladbrokes launch loyalty card

Many organisations from supermarkets to petrol stations have offered loyalty cards, but Ladbrokes have now launched their own.  This is a move not unconnected with the imminent arrival of Euro 2008 which is widely expected to be the biggest betting bonanza in sporting history.  With no home nation involvement there won't be a patriotic punt - but will this mean that interest is sustained throughout the tournament as there will be no collapse in interest following an unfortunate penalty shoot-out with Germany.

Ladbrokes claim the card is part of a package that will return £6m in free bets and bonuses - quite how many would be claimed will be interesting.  And this may be the first shot in the inevitable backlash to punters being offered nice inducements to join dozens of different bookies.  If Ladbrokes can make this work then they could build some loyalty in their existing customer base, rather than have to constantly battle to get new punters.

Ladbrokes spokesman Robin Hutchison said:

"We're delighted to be the first national bookmaker to launch a customer loyalty scheme.

"Thousands of punters have already signed up in the trials we've run and we're confident the free bets and bonuses will be hugely popular."

An interesting development that may well be followed by the likes of William Hill very shortly.