Probability targets Rovio as competitor
Mobile operator shifts strategy to take on Angry Birds and Candy Crush and "re-define what mobile gambling is all about" as Q1 revenues fall
UK-based mobile operator Probability said it is targeting the likes of Rovio and King as competitors following the launch of its next generation slots and HTML5 casino products.
Despite this increased stake, the average stake made across the company’s offering remains at around £1.10, and the firm said its players do not see themselves as hardened gamblers and are more aligned with the traditional demographic of bingo or lottery scratchcard players.
“Now that Slot-O-Matic is in place we are redoubling our efforts to re-define what mobile gambling is all about in the era of Candy Crush and Angry Birds,” Probability CEO Charles Cohen said.
In a trading update Probability revealed Q1 FY14 net gaming revenue was down 18% to £1.8m from the £2.2m recorded in 2013 owing to reduced efforts in customer acquisition in the previous quarter.
The firm said marketing efforts had been increased towards the end of Q1 FY14 and it expected this to lead to “positive and sustainable momentum” over the coming months.
The company’s push comes as multiple operators report surges in mobile revenue, with both Ladbrokes and William Hill citing growth in their mobile operations over the course of the past year. “This was the year that mobile finally became mainstream in the gambling industry,” Cohen said.
The operator said its B2C white label business had demonstrated continuing promise, and is expected to grow to approximately half of total net revenues within the next three years.
The company cites operations in Italy as a key driver, with products for SNAI and Cogtech awaiting approval from Italian regulatory authorities