Mfuse teams up with Probability

Two well established UK companies in the mobile gambling sector, technology provider Mfuse and AIM listed Probability plc have teamed up in a mutually beneficial agreement that will see a bigger and wider section of games available for the growing numbers of gamblers on the go.

Probability, which has developed more than 30 mobile games, is the first company to make use of Mfuse's mobile gambling platform, which links directly to betting firms including Betsson, Bet365, Gala Coral Group, Ladbrokes, Sky Bet, Sporting Index, Sportingbet, Paddy Power and William Hill, reported The Guardian newspaper this week.

Mobile gambling is booming despite the recession, the newspaper reports, quoting independent experts Juniper Research which estimates that the global mobile gambling industry will be taking $16.6 billion worth of bets – ranging from casino betting and lotteries to sports betting – by 2011, up from $1.35 billion in 2006.

London-based Mfuse's NOVO Open API platform is now open to any game developer who wants to pitch games to the company's partners. Probability, for instance, recently signed a deal with TV production house Fremantle Media (see previous InfoPowa report) to develop mobile slot machine games based on some of its programmes including the X Factor and the Price is Right. It markets its games direct to consumers through the Ladyluck brand, which has more than 400 000 UK users.

In May last year Mfuse received GBP 2.55 million in funding from existing backer Bestport Ventures as well as new investors including Sportingbet founder Mark Blandford, who became a non-executive director of the firm.

"The sports betting market is growing very rapidly and shows no signs of stopping," said Marcus Wareham, chief executive of Mfuse. "As a result, we know the appetite is there for mobile gaming products. Opening up our platform allows us to rapidly deploy already successful mobile content to a huge client base.

"The partnership with Probability provides us with a strong base from which to start due to their large portfolio of original and branded content."

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