Paddy Power goes mobile

PADDY Power has signed a deal with British mobile phone gaming specialist, Probability plc, that will see it expand its online/mobile gambling service and potentially increase its online customer base, which currently numbers almost half a million people.

The deal – for which no value has been disclosed – will see AIM-listed Probability integrate its existing mobile gambling service with Paddy Power’s online service. This will allow Paddy Power customers/account holders – both here and in Britain – to play mobile gambling games on over 7,000 different mobile devices, including the iPhone. The new content will be re-branded as Paddy Power games and will include roulette, blackjack and video poker as well as bingo and cash-arcade games.

Analyst reaction to the deal has been positive, even though the company’s share price was down by 40 cent yesterday, at €24.50.