Mobile provider Cellectivity already has an impressive client list, having worked with the some of the biggest names in the online and mobile gambling business such as Party Gaming, Bet2Go and 888.com. This week the company added the major Austrian-listed online gambling group Bwin Interactive to its partnership books.

The UK-based company is to distribute a mobile version of Bwin's flagship poker site PokerRoom.com to UK customers of the 3 and T-Mobile networks in terms of the agreement. is a proprietary brand of the bwin Group, which has over 11 million registered customers (including 7 million “play money” customers) in over 20 core target markets. Cellectivity designed the game specifically for mobile use and will distribute it through its UK portals.

The deal sees the two companies combine their unique brands, customer reach and technological know-how to distribute UK’s first portable poker room application, offering mobile players guaranteed ready access to poker tables anytime, anywhere. The application also features a play-for-fun version that gives players an opportunity to pit their skills against real online players.

The partnership between Bwin and Cellectivity, whose market savvy has helped drive the expansion in next-generation mobile gaming, is expected to give a boost to the global poker boom.

“There is a significant and proven market for online poker,” explains Marcel Puyk, CEO of Cellectivity. “By working with bwin, we will be able to provide mobile users with access to real online poker tables for the very first time. This is an incredibly exciting development in mobile gaming.”