Paddy Power goes to mobile games

The deal – for which no value has been disclosed – will see AIM-listed Probability integrate its existing mobile gambling service with Paddy Power’s online service. This will allow Paddy Power customers/account holders to play mobile gambling games on over 7,000 different mobile devices, including the iPhone. The new content will be re-branded as Paddy Power games and will include roulette, blackjack and video poker as well as bingo and cash-arcade games.

Initially the new mobile games will be promoted to existing Paddy Power customers through their website at www.paddypower.com and their mobile sportsbook service at www.paddypowermobile.com. The technology provided by Probability will also enable PaddyPower to recruit new customers directly through the mobile internet.

Commenting on the contract win, Probability CEO Charles Cohen said: "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 their customers and maintain complete control over the customer experience - without compromise. We are very much looking forward to working closely with them to make this new service a roaring success. Going forward, we are hopeful of expanding our business-to-business division further with other large gambling operators."

Meanwhile, online betting agency Betfair has launched the world’s first sports/betting-related app for the iPhone. The development allows iPhone users to access the Betfair site at the same speed of usage as they would find on their computers. The move is in response to customers seeking real-time mobile access to Betfair to facilitate improved quality betting in-running.