Slide 1 Ladbrokes Worldwide Betting Christopher Bell - CEO UBS – Las Vegas September 2005

Slide 2 Europe’s biggest betting and gaming brand –Market-leading retail operator –First bet taken in 1886 –Largest retail estate in the world – 2571 shops –Global operator - licensed in 13 administrations –Casinos, Betting Shops, Pools, Stadia, Lotteries –Cutting edge implementation of new technologies & products –Betting and Gaming arm of Hilton Group Plc –UK FTSE 100 company –Market Capitalisation of £5 billion.

Slide 3 One Brand - many channels –The Bricks: –Retail Estate –Telephone Betting –The Clicks: –Internet –Mobile Phones / Wireless –Digital interactive TV.

Slide 4 UK Brand Power* SEXAGE MALEFEMALE Ladbrokes 85%80% 84%82% William Hill 82%73%70%80%81% Coral 71%55%52%69%65% Betfair 14%2%10%8%5% Source: TNS Omnibus Sample Size: 2059 Adults aged 18+ Fieldwork Dates 15 th – 19 th April 2005 Q: Which of the following betting companies have you heard of? * Brand power = prompted brand awareness

Slide 5 Retail outlets –UK 2,123 –Belgium305 –Ireland 143

Slide 6 –Market leading technology –New concept shops –Ladbrokes Xtra TV channel –Total Betting Service –Spreading into Europe. Leading the retail betting revolution

Slide 7 Wide range of online products –Online products: –Sportsbook –Casino –Soft Games –Lotteries –Poker –Localised to 13 language groups

Slide 8 Sportsbook characterised by constant innovation –Ladbrokes Financials –Bet-In-Play application –European Sportsbook –….delivering rapid growth!

Slide 9 Ladbrokes Poker dominates the European scene –Award winning website –Independent player network –No shared users –Direct interaction with players –Poker Million, Poker Cruise & LEOCOP –Strong consumer community key to future growth.

Slide 10 The Total Betting Service –One Customer – one account. –One brand – three channels –Retail –Telephone Betting –Online

Slide 11 Strongest product range, first choice for customers –Using advanced CRM software we can pin point our customers –Ability to communicate from a precise knowledge of customer activities –Cross-selling to lock in loyalty through convenience. Casino Customer Poker Telephone Retail Games Sportsbook

Slide 12 Focus on delivering highest retention rates Lose $x + no further play? Withdraw to $x + no further play? Not played for x days / balance < $0? Customer segment Identify trigger point LAPSED PLAYER High value segments Med/low value segments Trigger EM/SMS Follow up TM Follow up EM 2 Quarterly DM? Trigger EM/SMS

Slide 13 Taking on the global challenge –Approximately half all online customers are non-UK –Brand and localised products in key markets –Most well known foreign brand in Northern Europe and Far East –Strong growth from market partnerships across Southern Europe –International development is key to future growth

Slide 14 Whatever happened to Free Trade….? –Ladbrokes contesting rights to compete across the world –Activity in Holland, Sweden, Germany, Finland, Italy, Spain, South Africa, China. –Well positioned to take advantage of opportunities in the EU… –…but state monopolies will fight every step of their retreat –UK regulation and liberalisation policy is likely to spread through Europe and beyond.

Slide years of history… but what next? –Total focus on delivering best returns –Aggressively campaigning in Europe and elsewhere to open up new markets –Online – Further develop innovative portfolio to secure market leadership –Continue strong focus on staff development and customer relations.