Ladbrokes, one of the oldest and most renamed bookmakers in the UK and currently one of the top online poker sites and online sportsbooks in the region, has revealed that it is currently considering the possibility of accepting U.S players, an action that could set a precedent in the online gaming business. Since 2006, many online gaming sites took the decision to forfeit the U.S market due the legal consequences and the inflexibility of the UIGEA, leaving companies such as bwin, Betfair and Party Gaming out of the U.S scene. However, John O'Reilly, managing director of Ladbrokes, has made a comment during the half yearly result report that could change the panorama for the Brittish Company.

The main reason behind this move is the profit decrease suffered by the company, Ladbrokes recently reported a first-half profit fall due a poor Royal Ascot and Euro 2008 and a diminution in the total of high rollers’ bets placed on the site.

Christopher Bell, Ladbrokes chief executive. "In UK Retail, following a strong first four months of the year, June suffered a string of poor results affecting all channels, most notably Royal Ascot and the early stages of Euro 2008."

Ladbrokes previously made the decision to enter the US market before the approval of the UIGEA in 2006; however, the company was forced to quit the plan to enter the U.S before it officially announced its intentions. Most publicly traded internet poker companies also took the same decision, leaving the most important sector of the market behind to develop new strategies to attract European and Asian players and remain alive.

Currently licensed as Ladbrokes PLC, the company was once part of the Hilton Group, owning the hotel brand outside of the U.S. Ladbrokes owns over 2,200 retail betting shops located in the UK, Ireland and Belgium, the company also operates several online gaming sites offering sportsbetting, online poker, online casino, games, bingo and backgammon.  The betting site, which uses OpenBet system from Orbis Technology, is available 11 languages and trading in 16 currencies, incorporating the top online security available to ensure the best service 24 hours a day, 365 days a year.