Mfuse Probability Expand Mobile Online Gambling

Published Monday, April 13, 2009 -

Mobile punting is really going to take flight as the newest fusion deal is made between two technology companies. UK-based mobile betting technology company Mfuse, which is backed by Sportingbet founder Mark Blandford, has struck a deal with game developer Probability to provide mobile gambling to thousands of new customers.
Probability, which has developed more than 30 mobile games, is the first company to make use of Mfuse's mobile gambling platform. The Mfuse platform makes it much easier and faster to get games to market once a developer has had its game accepted by a betting firm.

Juniper Research estimates that the global mobile gambling industry will be taking $16.6bn worth of bets, ranging from casino betting and lotteries to sports betting by 2011, up from $1.35bn in 2006. The companies that are poised to take a share of this lucrative market will reap the largest rewards. London-based Mfuse, founded in 2002, has spent years building its system called NOVO. It is now open to any game developer who wants to pitch games to the company's partners.

In May last year Mfuse received £2.55m of 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."

Probability currently markets its games direct to consumers through the Ladyluck brand, which has more than 400,000 UK users.

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