Bullet Business

Probability plc says it is uniquely positioned to take advantage of "consumer fatigue with online gaming, boredom with the lottery, and the overpriced traditional mobile games on offer today."

According to Probability's chief executive officer Charles Cohen, the company is currently in an advantageous position as it is a "pure mobile gaming operator with a focus on low-stakes "betertainment" aimed at the mass market".

"Being immediately available on their (consumers) mobile phone, at 10p a spin, we are in the right place at the right time to capture these customers," said Cohen as the company shared its results for the six months.

The performance was marked by £166,000 maiden pre-tax profit (H1 2007: pre-tax loss of £585,000) and £2.6m net gaming revenues, up 117 percent (H1 2007: £1.2m).

The company, which now has over 400,000 customers for its "LadyLuck's" mobile gaming service, is planning to expand LadyLuck's into selected overseas markets and to push ahead with its product development plans. Further details weren't shared. 

According to Cohen, Probability is planning localised offerings in key markets. "The cost of developing these new services will be met entirely from existing resources and deployment can be achieved without distracting attention from the UK business or from our product development plans in general," he said. 

In terms of distribution, it now has partnerships with all the major UK facing mobile carriers, including 3 (2m handset pre-installation links to LadyLuck's), Orange (permanent mobile portal presence), O2, T-Mobile and Vodafone (mobile portal advertising).