Nevada Gaming Control Board approves iPhone sportsbetting app

The approval makes American Wagering, doing business as Leroy's Horse and Sports Place, the first U.S.-based gaming company to have a free sports betting application available in the app store on iTunes. "This means we are available through all the major carriers," said John English, senior vice president for business development and public affairs. "We now cover 90 percent of the Nevada smartphone market."

English said the application is free to download and use; however, customers must open an account before they can bet. The next phase of the company's mobile strategy will be an application for iPads, he said.

Apps for other devices -- Windows-based phones and tablets - will be addressed in the order of their overall market penetration.  The company's iPhone app will be tested for 30 to 180 days to let regulators evaluate its efficiency and security, English said.

American Wagering operates 77 Leroy's Horse and Sports Place outlets and self-service kiosks on casino floors statewide. William Hill acquired the company for us$ 18 million in April. The London-based company also has purchased Brandywine Bookmaking and the Club Cal Neva Satellite Race and Sports book division in Northern Nevada.

"We have had a great deal of demand and interest in the iPhone app launch," English said. "With our new kiosks and mobile apps, this has really changed our business."

Las Vegas-based American Wagering introduced mobile wagering for the BlackBerry in September 2010, followed by Android phone and tablet applications in April. "We also plan to add race book features in the future," said Vic Salerno, chief executive officer of American Wagering and Leroy's.

The iPhone app was released less than a month after state regulators approved a deal between American Wagering and Golden Gaming Inc. to place betting kiosks in 37 PT's Pubs, PT's Gold and Sierra Gold taverns in Las Vegas.

Salerno expected the rollout of PT's Sportsbet Live kiosks to take six months. "The new addition of iPhone enables all of our mobile customers to enjoy complete compatibility with our PT's Sportsbet Live kiosks," Salerno said. "Once a customer establishes a Leroy's wagering account, there is full integration between PT's kiosks and our mobile phone accounts."