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LONDON, U.K. –  Ladbrokes Bingo has seen an excellent financial performance over the first six months of 2010 be somewhat overshadowed by the company as a whole experiencing a fall in revenue of 2.4 per cent and Ladbrokes Poker continuing to get a foothold in the market.

Ladbrokes Bingo saw revenue rise by 4.9 per cent to £6.4 million up to June 30th. Other companies with various gaming arms have seen a similar trend, with bingo performing strongly as other parts struggle to attract players and keep hold of them during a tough economic spell.

Although the number of players at Ladbrokes Bingo fell by 4 per cent due to reduced levels advertising, the fall was more than offset by 9% growth in customer yields resulting from product improvement and innovation.

As a company, Ladbrokes revenue in the first half of 2010 fell by 2.4 per cent to £492.1 million from £504.4 million during the first half of 2010.

Throughout 2010, operating costs have been monitored closely and savings made wherever possible, with a lower marketing and software spend being made as a result. It is surprising, then, that new player sign-ups to all of Ladbrokes e-gaming grew by 6.8 per cent.