A 3 year deal signed late in September 2008 between mobile technology provider Mfuse and the UK online gambling group William Hill plc came to fruition this week as the facility went live and operational.

Initially concentrating on live betting on the recently re-launched Will Hill website, the product is mobile internet-based with a downloadable application due to be launched early in 2009.

The September agreement accompanied a seperate Mfuse deal with SkyBet to develop a new mobile sports betting service.

Statements from Mfuse at that time revealed that the initial Will Hill offering would be a sports betting service for mobile Internet, using Mfuse mobile provisioning and transaction technology to provide the majority of the functionality found online, including complex bet types, in running betting and credit/debit card deposit and withdrawals. The Mfuse platform was to be linked directly into the existing William Hill back-end system, enabling William Hill to attract new users, who can sign up directly through their mobile without needing to go online.

The downloadable Java version planned for early 2009 will allow consumers to take advantage of live in-play betting.

In September, Mfuse estimated that it will process well in excess of GBP 150 million of sports bets through its mobile interface in 2009. The mobile gaming market is estimated to be worth GBP 500 million in bets placed in 2008.

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