Probability has US ambitions

The reversal of the US Department of Justice’s interpretation of illegal gambling under the Wire Act has encouraged the UK mobile gambling technology firm Probability plc to look across the Atlantic for  potential partners, a statement from the company announced Monday.

Chief executive Charles Cohen said that his company was already exploring possibilities with several potential US associates.

“We are very excited by the prospect of individual states opening their local markets and already it seems that several are making plans to do just that,” said Cohen.

“This is a perfect scenario for mobile gambling because mobile is the only platform where the location of the user can be assured with any degree of certainty at the time they place their bets. Over 109,000,000 Americans are already using apps on smartphones which are capable of running our games”.

“We intend to actively pursue this opportunity and are already engaged in early stage discussions with several parties in the US to explore our options,” he said, adding that current trading was strong in the last three months of 2011, with record player deposits on Christmas Eve.

Net Gaming Revenue at Probability rose 27 percent to GBP 1.88 million over October and December compared to the same period last year, with total money deposited by customers into their gaming accounts 48 percent higher.

There was a 55 percent increase in the share of deposits coming from iPhone, Android and other Touch device users in the quarter.

“We are clearly seeing the benefits now of our increased and sustained investment in television advertising to attract new players,” said Cohen. “Yields per player have continued to increase, due to continued product investment and our market leading CRM capability. Net gaming revenues were not just better compared to last year; they were also 10 percent above July to September this year.”

Probability is considering an increase its TV advertising, though says because of the six-month payback time from a TV campaign this would affect profitability in the short-term.

The US is part of Probability’s ambitious expansion strategies and follows the imminent activation of its Caliente partnership service in Mexico, and application to the Italian regulator for licensing.