Bullet Business

Mfuse (www.mfuse.com), the leading provider of mobile-enabling technology, announces the completion of a deal with Probability Plc (“Probability”), which will see Probability become the first company to seamlessly integrate their games into the customer database systems of Mfuse’s bluechip client base.

Mfuse are offering this service, NOVO Open API, to all games developers, who, by integrating once with Mfuse, will be able to supply their casino and other game formats via Mfuse’s systems to a client base which includes Betsson, Boyle Sports, Bet365, CentreBet, Gala Coral Group, Ladbrokes Plc, Skybet, Sporting Index, Victor Chandler, Sportingbet Plc, Stan James, Paddy Power Plc and William Hill Plc.

Mfuse have spent seven years building an unrivalled level of integration with the complex and varied systems used by each of its clients. By plugging into the Mfuse back-end, the games developers will have instant access to the bookmakers without having to invest the time and money required to create their own integrated systems.

Marcus Wareham, chief executive of Mfuse commented: "This is an exciting time for Mfuse. The sports betting market is growing very rapidly and shows no signs of stopping. 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 due to
their large portfolio of original and branded content and I look forward to developing many more fruitful relationships going forward.”

Probability chief executive Charles Cohen said: "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. Partnering with Mfuse will reduce the cost and complexity for their 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."