Probability To Increase Distribution

Mobile telephone gaming specialist Probability has signed a distribution deal that will see it integrate its range of games into the Novo mobile platform of Mfuse Limited, a specialist provider of mobile betting solutions to bookmakers.

The deal will allow Probability to access some of the industry’s biggest names including Betsson, Boyle Sports, Bet365, Centre Bet, Gala Coral Group, Ladbrokes, SkyBet, Sporting Index, Victor Chandler, SportingBet, Stan James, Paddy Power and William Hill.

Probability already provides games to a range of third parties including Rank and The Sun and News Of The World newspapers in addition to a fast-growing direct-to-consumer offering. It revealed that this latest deal would complement this existing consumer and business-to-business offering while enhancing its already sizeable reach in mobile gambling.

“We are delighted with this deal, which will allow us to extend the distribution of our award-winning mobile gambling games to meet market demand,” said Charles Cohen, Chief Executive Officer for Probability.

“Partnering with Mfuse will reduce the cost and complexity for its clients who wish to add a broad range of compelling mobile games to their sites because the Novo platform facilitates rapid integration, fully in line with regulatory requirements.

“As well as mobile bingo and slots, Mfuse clients will also have access to our very successful range of branded content and our unique head-to-head games including poker.”

“The sportsbetting market is growing very rapidly and shows no signs of stopping,” said Marcus Wareham, Chief Executive Officer for 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.

“For third parties, this removes the risk from their entry to the market as we provide them with both a technology and commercial framework to gain access to arguably the biggest network of gamblers in the UK. The partnership with Probability provides us with a strong base from which to start and I’m looking forward to developing many more fruitful relationships going forward.”