Bookmaker Ladbrokes is to plough effort and investment into its e-trading offering and technology infrastructure in an attempt to make the business more consumer-focused.
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Richard Glynn, the new chief executive, spent three months producing a review of the company after he took over earlier this year.
He said the assessment showed there are a number of "key areas where we have the opportunity to improve our performance."
These include, he said, improving the company's online offering and enhancing the technology backbone of the group.
Glynn has appointed Gary McIlraith as managing director of digital channels, international and strategy.
The company's interim results statement said investment in both technology infrastructure and e-excellence are ongoing.
The online gambling market is increasingly competitive, with the recent merger of Bwin and Party Gaming creating the world's largest online gambling group.
Ladbrokes saw operating profit rise 5.1% compared to the first half of 2009 to £103.6m.
Its eGaming arm saw operating profit rise 39.9% from £20.8m to £29.1m.