Mobile casino LadyLuck’s drove a 34% increase in brand owner Probability’s revenues in the last year, the company confirmed today.
Revenues from the London-listed mobile gambling business in the 12 months to 31 March were £7.2m compared to £5.4m in 2011, underpinned by a 31% year-on-year rise in revenues from its consumer facing (B2C) business to £6.9m.
The company however posted a full-year loss of £0.55m due to investing more than £800,000 in a UK TV ad campaign for its core LadyLuck’s B2C brand, which began in the first quarter and culminated in a large campaign in the last (screenshot above).
Probability chairman Graham Parr said: “We are able to show positive returns on television marketing around six months from broadcast, even at higher levels of spend.”
Parr added that the combination of this activity with the move to smartphones – more than 70% of Probability customers now use smartphones running on Apple, Android and other platforms compared to less than 40% about a year ago – “has greatly enhanced the performance and the prospects of Probability.”
The pure mobile gambling business also has a smaller B2B division providing its products and games to UK operators including William Hill, Ladbrokes, Rank and Paddy Power, where revenues were up 140% year-on-year to £260,000 in the period.
Parr highlighted that 80% of players recruited to Probability’s direct-to-consumer brands such as LadyLuck’s are not existing online gamblers, enabling it to develop a healthy B2B business on behalf of its clients without competing for the same customer base as LadyLuck’s.
Probability also began its transition to an international business last month, acquiring Italian B2B mobile business Playyoo, which provides several local operators in the regulated dot.it market, including SNAI and Cogetech.
CEO Charles Cohen said: “The acquisition of Playyoo helps us to accelerate the exploitation of our technological leadership in Italy and, hopefully in future, to other European regulated markets.”
To find out more about the LadyLuck’s mobile casino, operated by London-listed Probability, please visit our LadyLuck’s review page.