Probability inks Glu Mobile deal

Probability, operator of the Ladyluck’s mobile casino, is to develop a suite of real-money slots based on freemium developer Glu Mobile’s titles.

The strategic partnership will see Probability develop Glu-branded slots based on leading titles including Contract Killer, Deer Hunter and Gun Bros for roll out on its B2C Ladyluck’s casino, as well as on behalf of white label and B2B clients such as Paddy Power, Ladbrokes, William Hill and Mecca Bingo owner Rank.

Probability said the games developed from the partnership would be delivered in regulated markets, starting with the UK and Italy. Probability in July acquired Italian B2B mobile business Playyoo, which powers several local operators in the regulated market, including SNAI and Cogetech.

CEO of London-listed Probability, Charles Cohen, said his company was “delighted to be partnering with a  pioneer and leader in the freemium mobile gaming industry.”

Niccolo de Masi, CEO of NASDAQ-listed Glu Mobile, added: “We view real-money mobile gaming as an opportunity to extend the reach of our successful original IP to new demographics”.

Mobile casino LadyLuck’s drove a 34% increase in brand owner Probability’s revenues in the last financial year to the end of March, the company confirmed in its full-year earnings report in late August.

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 LadyLuck’s , which began in the first quarter and culminated in a large campaign in the last.

The Gibraltar-licensed and based company was the subject of an acquisition approach by William Hill in September last year, but talks ended in November after Playtech, which owns 29% of the William Hill Online JV, exercised its power of veto over the acquisition.

Article written by Stephen Carter

Casino Choice journalist

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