Three chooses Probability for mobile service

The UK mobile gambling technology company Probability has scored another licensing coup with an agreement with the UK mobile network “3” to pre-install a permanent link to the Probability mobile gambling service on two million new handsets in the UK this year.

The 3 network boasted some four million UK customers and 250 plus retail stores throughout the UK.

The link will be the only gambling content pre-installed on these devices as an icon in the games or applications menu. The first handsets to include the link are expected to reach customers before the end of Q2 2008. Using the link icon, “3” users will connect directly to Probability’s ‘Ladyluck’ portal through the Internet, where a simple registration process gives access to games that include bingo and slots.

Charles Cohen, the CEO at Probability, says: “This is a tremendous deal for Probability. Two million handsets represents approximately half of 3’s UK current customer base. The pre-installed link to Ladyluck’s on these devices gives us an excellent and exclusive opportunity to convert large numbers of new customers from a feature built into their phones.”

Probability signed up a new customer every minute in 1Q 2008. The UK company signed up 62 930 new customers in the period, raising the total player base for the network to 339 205. With revenues up by 25 per cent to GBP 1.16 million the first quarter of 2008 has been good business.

This strong performance helped Probability to extend its relationship with a number of third parties (see previous InfoPowa reports) These included Rank Group (“Mecca” mobile bingo) and News International (“News Of The World” mobile casino, bingo and slots). The company additionally flighted its “Crazy Camels” virtual racing game, and subsequently confirming that one VIP customer took a profit of GBP 211 000 on mobile Blackjack, believed to be a record for the mobile industry.

Probability recently announced a deal with Paramount Pictures, which will see users on clients like “3” having access to games themed on movie classics like “Grease” and “The Italian Job.”