BUSINESS

TV advertising pays off for Probability

TAGs: mobile gaming, probability, smartphones

ProbabilityMobile gambling industry specialists Probability had TV advertising to thank as gaming revenue increased in the first half of the fiscal year. The firm embarked on its first television marketing campaign for its LadyLuck mobile casino delivering improved performance as a result with net gaming revenues increasing 41% in the first six months of 2011. Android and iPhone accounted for much of this with the two dominant platforms responsible for over 50% of the revenues in the period mentioned, an increase from 37% in the previous six months.

Commenting on the firm’s new found televisual success, CEO Charles Cohen said: “Importantly, our customer research has found that the majority of the players who are attracted to our low-stakes, direct-to-mobile offering are not existing users of PC based on-line gambling and betting services. They are looking for new types of entertainment through smartphones, which for many people is now their primary means of accessing the Internet. With smartphone adoption continuing apace, this makes the opportunity very exciting indeed if we can reach it through TV.”

The firm still finds itself in the red with the figure now worked down to a manageable pre-tax loss of £65,000 – 91% less than previously. The first six months of the fiscal year have seen there fair-share of events with the firm on the edge of William Hill Online’s Israeli Implosion. There was even the odd rumor that Hills trying to set up a date with them had something to do with the trouble in Tel Aviv and the reasons behind the botched takeover have not been confirmed. The firm’s stellar performance just goes to show Ralph what might have been and that success in the mobile side of the market is here to stay.

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