Ladbrokes are to give away £6 million in free bets and bonuses after becoming the first bookmaker to launch a customer loyalty scheme.
Punters who sign up to the OddsOn! card will automatically receive 200 bonus points, followed by one point for every £1 they spend in one of the firm's 2,100 shops in Britain.
They then have the option of using the points to claim bonuses on their winnings or free bets.
At 250 points, customers receive a 5% bonus voucher on their winnings
At 600 points, customers receive a 10% bonus voucher on their winnings
At 1000 points, they receive a 15% bonus voucher
At 1500 points, they receive a 20% bonus voucher
At 2000 points, customers receive a £20 free bet
The unique scheme will be launched in time for the start of Euro 2008, with bookies predicting a turnover of up to £350m on the tournament.
Ladbrokes spokesman Robin Hutchison said: "We're delighted to be the first national bookmaker to launch a customer loyalty scheme.
"Thousands of punters have already signed up in the trials we've run and we're confident the free bets and bonuses will be hugely popular."
In addition to acting as a loyalty card, customers can use OddsOn! as an account enabling them to deposit funds onto the card.
They can then use it to bet on-line, over the phone, via text message or on Ladbrokes' interactive TV services at Sky Active or Virgin Media.
The firm estimates that up to £6 million in rewards and bonuses could be claimed in the first year of the scheme's operation.
And in the weeks ahead they will be offering customers more rewards including tickets to sporting events tailored to the interests and betting habits of customers.
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