This story is sponsored by Paddy PowerPaddy Power sky writing at 2012 Ryder Cup
Irish bookmaker Paddy Power is to provide the first real-money sports betting app on Facebook, it announced this morning.
The product, Paddy Power In-Play, will go live in trial beta mode on Facebook’s UK-facing platform “in the next few weeks”, and will allow users to enage and interact with each other while betting on a range of sporting events.
The bookie emphasised today that participation via the social network in the UK would be subject to stringent player age verification checks.
The product was created by the Sofia-based games development unit it acquired as part of its Cayetano Gaming purchase in late 2011, working alongside its product development team in Dublin.
MD of Paddy Power Online, Peter Donovan, said the company was pleased to be partnering with the world’s leading social network “on this pioneering work”, adding that the launch was testament not only to its technology capabilities but to its “industry leadership” in social media.
Facebook’s Head of Social Casino Will Collins said the company was “delighted” to be welcoming Paddy Power onto its gaming platform with an innovative product.
Jackpotjoy owner Gamesys was the first to launch real-money gambling on Facebook last year, its Bingo & Slots Friendzy going live in the UK last August. 888 followed this up with the launch of the first full online casino suite in March 2013, its MAGIC888 app offering UK punters aged over 18 the chance to play 888′s live dealer and casino table games such as roulette and blackjack for real-money, as well as a range of proprietary slots.
None of the companies involved have however yet disclosed any numbers on how real-money games on Facebook are performing, particularly relative to those delivered by traditional digital gambling channels.
In March, Unibet acquired Sportingbet’s stake in Facebook real-money operator Bonza Gaming for a nominal sum, after Sportingbet buyers William Hill or GVC apparently passed on the opportunity to acquire the stake as part of the transation.
Article written by Stephen Carter
