5/24/10 – The UK mobile gambling specialist Probability plc has inked an agreement to supply branded games to the land and online bookie group Paddy Power.
Under the agreement, Probability will integrate its mobile gambling service with the operations of Paddy Power's online gambling platform, making the new games available to Paddy Power's registered 446 000 online players by the northern hemisphere summer. Players will be able to use their existing Paddy Power accounts to play mobile gambling games on over 7 000 different mobile devices. iPhone and Android devices will also be supported.
Using Probability's technology, Paddy Power customers will be able to access their Paddy Power on-line account details through the games installed on their mobile device, and have the facility to deposit money whilst on the move.
Probability has created Paddy Power branded versions of its most popular games for launch. These include Roulette, Blackjack and Video Poker for the casino customers, mobile Bingo! and a wide range of slots and cash-arcade games including the Crazy Camels virtual racing game.
Initially the new mobile games will be promoted to existing Paddy Power customers through Paddy Power.com and the firm's mobile sportsbook service at Paddy Power Mobile.com. The technology provided by Probability will also enable PaddyPower to recruit new customers directly through the mobile internet.
Probability CEO Charles Cohen said of the agreement: "This is the first big win for our new business-to-business division. Paddy Power is in the premier league of European bookmakers with a deserved reputation for innovation and eye-catching marketing.
"By integrating our mobile services through the Orbis platform, PaddyPower is able to offer a seamless service for its customers and maintain complete control over the customer experience. We are very much looking forward to working closely with them to make this new service a roaring success."
Paddy Power also has a mobile sportbook deal running with the Swedish mobile provider Mobenga, signed at the end of last year