Posted 3/5/11 : Probability plc's mobile brand the latest to appear on UK screens
 
Several online gambling companies, including Betfair and Intralot  in recent weeks have splashed out on expensive UK television adverts, and these are now joined by LadyLuck, the mobile brand of Probability plc.
 
The new ad draws players to top-of-the-pops games like Filthy Rich, Pharaoh's Fortune and Poseidon's Kingdom, and will run on ITV2 and E4 between 9 p.m. and midnight for about a month.
 
Players who see the spot are invited to text PLAY to 80266 to participate in a draw and possibly win a Nintendo Wii.
 
"We're confident that our advertisement campaign will increase our visibility and branding, and that our Television Viewer Ratings (TVR's) should hit a TVR of 88," said Louise Middlemist, head of new customer marketing at LadyLuck.