Probability Deal Paves Way for Free Mobile Casino Games

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Mobile casino games built using the 'freemium' approach could soon be available to members of Ladbrokes, William Hill, Rank Group and PaddyPower.

Those are all among the B2B clients of mobile gaming specialist Probability, which has entered into a partnership with freemium game developer Glu.

Under the freemium model, games are typically free to download and install to mobile devices including tablets and smartphones, but premium content can be unlocked through paid add-ons and upgrades.

Glu Mobile chief executive officer Niccolo de Masi says: "We believe that mobile gambling momentum is beginning to accelerate on a global basis."

Meanwhile, Probability chief executive officer Charles Cohen adds that the partnership will hopefully lead to the development of slots games for the company's B2B clients and for its own consumer-facing sites, such as LadyLuck's.

UK players will be among the first to see the Glu titles launched, alongside Italy, with further regulated markets likely to see the new games rolled out further down the line.

Existing brands developed by Glu have already attracted a following comprising millions of fans, with titles like Gun Bros, Deer Hunter and Contract Killer among the most successful; however, it is likely that this new partnership will lead to the development of Probability-specific new titles.

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