Bookmaker Ladbrokes has announced that it will be offering more mobile gaming to its customers, as it looks to connect with consumers on multiple platforms.

A full range of sports games from Inspired are now available on the Ladbrokes mobile website, having been offered in the company's betting shops and general website for a number of years.

Ladbrokes launched Inspired's 'Virtual Sports' across its 2,500 UK retail outlets in 2005, and then online in 2007. In May this year, it launched Virtual Horses and Virtual Greyhounds on mobile, but is now providing consumers with further paid-for mobile options as it looks to achieve the same service across all of its platforms by the end of this summer.

Andy Bagguley, digital managing director of Ladbrokes, commented: "I am pleased with the great customer response, it was important to add the Inspired Virtual content to our leading mobile platform, in preparation for our single digital desktop, tablet and mobile experience in July."

Last week, Inspired announced that Ladbrokes' competitor William Hill has upgraded its Betting Shop TV channel with its virtual games offering. The bookmaker now offers the broadcast online and via customers' mobile devices.

Mike Jones, omnichannel director at William Hill, said the business was "firmly committed" to giving its customers the opportunity to place a bet "wherever and whenever they choose".

"The development of Betting Shops TV clearly takes us a step further in providing that experience and we are delighted to be working with Inspired on this and a number of other omnichannel opportunities," he added.

William Hill said in April that it had continued to see strong growth in its mobile gaming arm, which had increased by 48% in the first quarter of the year to represent 37% of gaming net revenue.

Meanwhile, Ladbroke's said its Q1 online Sportsbook was an area of growth for the business, with mobile staking up 62.7% compared to the same period in 2014.