Thursday October 18, 2012 : PADDY POWER AUGMENTS ‘ROLLER' APP (Update)
 
Separate brand being built around the Roller app
 
Paddy Power's launch of its Roller mobile gambling app at the end of September  has been followed by the news that the product is now available for free download in Apple's App Store, targeted on an untapped segment of the UK's online casino industry where revenues are estimated to be upwards of GBP 500 million a year.
 
Nick Abrahams, managing director for the Roller brand said Wednesday:
 
"There's an estimated nine million iPad and iPhone users in the UK, and this market is set to grow. Yet until now there has been no actual real money casino app available that makes use of the potential of these devices.
 
"Customers like apps – they offer a more seamless experience which is why they've become a part of everyday life. The apps customers told us they enjoy the most are the ones that make best use of the device's unique capabilities to give a better experience.
 
"That's what Roller is all about – delivering a better, real-money mobile casino experience."
 
Roller was developed in conjunction with Viaden Gaming, and features 19 casino games, including roulette, blackjack and slots. These make full use of the interactive nature of the iOS platform devices, incorporating innovations such as touchscreen ‘spin the wheel' functionality for roulette and an interactive slot bonus round that uses the accelerometer in the device to provide 'tilt' action.
 
The app also features high quality graphics and full integration of the player's music library to provide a better user experience on mobile or tablet than has previously been possible, Paddy Power claims.
 
The app has been fully integrated for the booming social gaming environment on Facebook, and an HTML5 version is available at http://www.rollercasino.mobi/ for other smartphone users and customers.