MFUSE OPENS PLATFORM TO GAMES DEVELOPERS
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."
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For further information please contact:
Marcus Wareham, Chief Executive
Mfuse
Tel: 020 7154 2070
Matt Ridsdale / Simon Compton
Tavistock Communications
Tel: 020 7920 3150
James Moore
Probability
Tel: 07980 241 125
Notes to Editors:
Mfuse:
Mfuse was incorporated in 2002 to offers its clients a reliable and secure way to play, pay and
transact using any mobile device. Specifically, its aim is to enable businesses to deploy mobile
transactional services across multiple devices and in multiple territories.
In May 2008, Mfuse announced the closure of a £2.55 million funding round from existing investors
Bestport Ventures LLP, who invested a further £850,000 and new investors including Mark Blandford,
the founder of Sportingbet Plc, who invested £1.55 million. Following the funding round Mr Blandford
joined the Mfuse Board as a non-executive director.
Probability:
Probability plc (AIM: PBTY) is a leading independent operator of gambling services for mobile phone
users. The Company offers consumers over 30 mobile games including Bingo!, slots, Roulette and
head-to-head Poker. Probability offers games from a number of well known brands and recently
signed a deal with Fremantle Media to develop slot machine games based on some of its leading
titles including "The X Factor" and "The Price Is Right".
Probability markets directly to consumers through the LadyLuck’s brand and has formed close
commercial partnerships with a number of mobile network operators who provide a distribution
channel for the Company through their mobile internet portals. LadyLuck’s has over 400,000 UK
consumers. Probability Games (Alderney) Ltd. , a wholly owned subsidiary, holds an e-gambling
licence from the Alderney Gambling Control Commission and operates all the gambling services. For
more information visitwww.probability.co.uk
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