FOOTBALL pools operator Sportech yesterday hailed the success of its relaunch of the game once thought to be in terminal decline.

Last August, the Liverpool-based firm launched The New Football Pools, combining the Littlewoods, Vernons and Zetters brands.

In November, Sportech saw the first increase in the number of pools players since the National Lottery was launched 14 years ago.

Yesterday, the stock market-listed company said the initiative had resulted in “a major improvement in the strategic positioning and performance of the business”.

In a trading statement it added: “Trading during the second half of 2008 has been robust, resulting in a full year outcome in line with management expectations.”

Sportech, which employs about 360 people in Walton, also said the roll-out of its products in Ladbrokes betting shops was progressing well.

The statement added: “During the year significant investment and management time was devoted to upgrading the group’s products, technology and routes to market. The rebranding and relaunch of The New Football Pools in August has driven increased resilience in customer numbers.

“The majority of the Vernons Pools business has been successfully integrated ahead of schedule. We expect the final part of the integration, being the migration of customers onto the group’s new Scientific Games powered gaming platform, to be completed by the half year which would bring further synergies.”

In October, Sportech began a technology, marketing and distribution partnership with another gaming company, 888 Holdings, providing online casino and poker products.

An additional bingo brand, GameOn Bingo.com (to complement the existing Littlewoods Bingo.com) was launched this month, and will be joined by Pools and Slots products over the next few months.

The group will announce its preliminary results for the year ended December 31 on March 24.

tonymcdonough