Bullet Business

Cellectivity has integrated William Hill’s sports betting services into its mobile Bet2Go platform.

The bookmakers currently available on the Bet2Go platform are Ladbrokes, Blue Square, Paddy Power, Skybet, BoyleSports, Victor Chandler and Sportingbet. The offering allows punters to compare prices and place a bet across a range of bookmakers. However, since the launch of multiple betting in June, users are now also able to place bets on a combination of outcomes rather than just one single event.

The service is available to all the UK mobile users via WAP and downloadable Java application.

Mobile gambling is considered to be a niche activity. But bookmakers are recognising that there is a rapidly growing community of digital native gamblers who expect to be able to access any service on their mobile in the same way as they could on the wired web. The channel is expected to catch up with the more traditional customer community as the technology and products get better, more accessible and easier to use.

A report by Juniper Research last year indicated that the total annual wagers via mobile phones are being projected to cross the $27.5 billion-mark by 2013.