Mobile-enabling technology company Mfuse has announced the completion of a deal with Probability Plc which will see Probability become the first company to seamlessly integrate its games into the customer database systems of Mfuses blue-chip client base.
Mfuse is offering the service, NOVO Open API, to all games developers, who, by integrating once with Mfuse, will be able to supply their casino and other game formats via Mfuses systems to a client base which includes Betsson, Boyle Sports, Bet365, CentreBet, Gala Coral Group, Ladbrokes Plc, Skybet, Sporting Index, Victor Chandler, Sportingbet, Stan James, Paddy Power and William Hill.
Mfuse has spent seven years building a deep level of integration with the complex and varied systems used by each of its clients. By plugging into the Mfuse back-end, the games developers will have instant access to the bookmakers, without having to invest the time and money required to create their own integrated systems.
This is an exciting time for Mfuse, says Mfuse Chief Executive, Marcus Wareham. The sports betting market is growing very rapidly and shows no signs of stopping. As a result, we know the appetite is there for mobile gaming products. Opening up our platform allows us to rapidly deploy already successful mobile content to a huge client base.
For third parties, this removes the risk from their entry to the market as we provide them with both a technology and commercial framework to gain access to arguably the biggest network of gamblers in the UK. The partnership with Probability provides us with a strong base from which to start due to their large portfolio of original and branded content and I look forward to developing many more fruitful relationships going forward.