Paddy’s launches VIP mobile casino brand

Paddy Power has launched its new standalone mobile casino brand, Roller, aimed at iPhone and iPad users.

The real-money casino app was made available for free download from Apple’s UK App store on Friday, and includes a version specially tailored for Apple’s iPad tablet, “as [iPad users] expect more than an enlarged version of an iPhone app, and they are not [currently] getting that in that space”, said Paddy Power CEO Patrick Kennedy when announcing the forthcoming launch at the company’s first-half earnings call last month.

The boss of the London and Dublin-listed betting and gaming group said it had decided to establish a standalone casino brand because “research shows that Paddy Power, in common with other sportsbook operators, is not seen, rightly or wrongly, as a casino specialist.”

Roller‘s launch will be supported by an extensive advertising campaign developed with mobile marketing agency Somo, and there will also be a promotion giving one person the chance to potentially win £1m with just one spin on roulette, Ian Macleod, senior marketing manager, mobile special projects at Paddy Power, told Mobile Entertaiment this morning. This will be hosted within a Facebook app, so anyone over 18 will be able to enter.

The new casino brand is aimed at the well-heeled crossover audience between three UK demographics – ABC1 males, iPhone and iPad users, and online casino users – which Kennedy said last month amounted to “a sweet spot” of “about 350,000 potential customers”.

Paddy Power was one of the first online operators – behind only Betfair in the UK and Tabcorp in Australia – to launch a real-money gambling app in Apple’s download store back in August 2010.

The London-listed company’s last set of annual results showed that the operator continued to lead its peers in mobile betting. Mobile turnover was up 123% to €365m in the six months to 30 June, with 55% of sportsbook customers transacting via mobile in June, generating 41% of sportsbook turnover.

Profit from Paddy’s flagship online division however lagged behind the 35% growth in revenue, rising just 1% to €48.5m as the company reinvested heavily in the business with a view to ensuring continued growth. This included substantial investments in launching a new sportsbook in the regulated Italian online gamblng, market, as well as the development of Roller, social betting game BetDash and its Cayetano product development arm.

Article written by Stephen Carter

Casino Choice journalist

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