Ladbrokes has begun the roll out of “Cash-out” providing its mobile customers the chance to close their position on a bet ahead of the final result.

The roll-out follows the successful introduction of the functionality on the Ladbrokes’ “My Accas” product in April.  Customer reaction has been good with over 25,000 using the facility since its introduction, leaving Ladbrokes sports betting and product teams with no qualms as to the functions popularity.

Ladbrokes joins rival operators bet35, Betfair, Coral, Skybet and William Hill in offering this service to UK sports betting customers.

“During Q1 we prioritized the introduction of the ‘Cash Out’ functionality. While it isn’t a new concept for customers, we recognize it’s an important part of what we need to deliver to be competitive and it’s one of the key parts of our plans for 2015,” said Ladbrokes Managing Director of Digital Andrew Bagguley