TAGs: Lifestyle Hospitality, Michael Byrne, Press Releases, probability, Simon Rennalls, Sugar Hut

-Sugar Hut launch mobile casino, a first for a lifestyle hospitality brand

-Open new revenue streams, extend brand reach across mobile and deepen customer engagement

-Best in class HD mobile games for iOS, Android and tablet devices

PROBABILITY ANNOUNCES PARTNERSHIP WITH LIFESTYLE HOSPITALITY BRAND ‘SUGAR HUT’London, UK – 26th November 2013:  Probability, a global leader in mobile entertainment gambling services and technology, today announces a partnership with Sugar Hut, one of the UK’s most successful lifestyle hospitality brands.  The partnership will see Probability power ‘Sugar Hut Mobile Casino’ which launches today and gives Sugar Hut customers access to a full range of real-money mobile slot, bingo and casino games.

Michael Byrne, Chief Commercial Officer, Probability commented, “Over the past 12 months we’ve noticed a growing appetite from companies that have traditionally sat outside our world, who recognise mobile gambling as a means to open up new revenue streams into their businesses.  The partnership enables Sugar Hut to deepen brand engagement and drive loyalty by delivering fun, entertaining mobile games that give their customers the opportunity to win real money.

“Sugar Hut has access to our full games catalogue which includes HD Roulette, Slots such as Long John’s Silver HD, Poseidon’s Kingdom HD, Way of the Slot HD and Pots ‘O’ Plenty HD. In the case of Sweet Treats, players have previously enjoyed jackpot wins of over £70,000.  It’s great to welcome Sugar Hut on board as our first hospitality brand, ‘White Label’ partner.”

Simon Rennalls, Marketing & PR Manager, Sugar Hut said, “This is a really exciting time for growth and expansion of the Sugar Hut brand.  It marks the first time a lifestyle hospitality brand has launched a mobile casino and I’m confident our customers are going to love playing the array of mobile games in the ‘Sugar Hut Mobile Casino’.

“Early discussions with Probability revealed our average customer demographic married with the typical player demographic, making the decision to launch a new mobile games service easy.  Our partnership with Probability is simple, they provide the mobile gaming and gambling expertise, player security, regulatory compliance, reporting, CRM, games portfolio and more, leaving us to focus on marketing our new Sugar Hut branded mobile casino to our hundreds of thousands fun loving customers across the UK.”

Slots are powered by Probability’s game development and management platform Slot-O-Matic – The platform was developed to address increased device fragmentation and enables the business to create more games, on more devices, in more regulated jurisdictions, more quickly than anyone in the market.  In addition all games are supported by Probability’s core gaming platform Halley.

During 2013 Probability has been upgrading its most popular games across its catalogue to HD and all new games will have HD versions.


Notes to Editor:

• Sugar Hut is one of the UK’s leading lifestyle hospitality brands, serving over 10,500 loyal customers every month.

• Sugar Hut is expanding its portfolio of clubs, bars and restaurants.

• Probability’s White Label offering enables media owners, marketing agencies, lifestyle brands, app developers and mobile network operators to simplify their journey into real-money mobile entertainment gambling, enabling them to open new revenue streams, attract new customers, launch their own branded games, engage with new and existing customers and create competitor advantage.

• Probability’s White Label corporate partners include Paddy Power, William Hill, 888 and Rank.

• Probability has 20+ games in its portfolio covering slots, casino and bingo.

• Probability launched the most advanced real money mobile HD Roulette game in July 2013, giving players the ability to switch between European ‘0’ and American ‘00’ tables in the same game. Read more here –

• Probability launched six HD Slots games in June 2013, supercharging the in-game player experience with HD graphics, responsive interfaces, smooth animation & crystal clear sound.  Read more here –

Media contacts:

Emma Potter

Corporate Communications Director


[email protected]

Tel:  +44 (0) 20 7092 8836


Simon Rennalls

Marketing & PR Manager

Sugar Hut

[email protected]

Tel:  +44 (0) 1277 200 885

Mobile:  +44 (0) 7511 512 210


About Probability

Probability is a global leader in mobile entertainment gambling services and technology, operating exclusively in regulated markets.

The business owns and operates some of the UK’s most popular mobile gambling sites including flagship casual gambling brand LadyLucks (, Moobile Games ( and Touch My Bingo (

Probability provides a fully managed white label solutions for non-gambling brands such as media companies, app developers, marketing agencies, broadcasters and mobile network operators.

In the UK and Italy Probability provides its games as a hosted service to leading gambling operators including Paddy Power, William Hill, Lottomatica and SNAI.

The business was founded in 2004 and is headquartered in London, UK with subsidiaries in Gibraltar and Switzerland. It is licensed to provide gambling services in the UK, Gibraltar and Italy.

Probability PLC floated on the London Stock Exchange in 2006 and is listed as PBTY.


[email protected]

About Sugar Hut – Sugar Hut History 

Formerly The White Hart, we are located in the in the centre of Brentwood’s High Street and are the town’s most historic pub, dating back to before 1480. King Richard II passed through Brentwood in 1392 and possibly stayed at the inn and since Richard’s crest was the White Hart, it seems probable that this is how the inn was given its name.

The building retains a 16th-century carriage entrance leading to an original cobbled courtyard, overlooked by a jettied upper storey, formerly an open gallery.  In the 19th Century the front was extended eastwards and a new wing was built behind it, together with a further range connecting the wings. The street front was rebuilt in Georgian style in the earlier 20th Century.

Sugar Hut Village was born in the late 1990s, bringing enchantment, mystery and hospitality of the highest international standards to the heart of Essex.  It is an impressive creation of ten individually characterised zones, united by an attention to immaculate detail beneath the award winning Sugar Hut brand, including a restaurant, two cocktail bars, a nightclub, private members area and courtyard.

Sugar Hut Village is a 1,000 capacity venue spread over two levels, with five stunningly decorated rooms covering ten characterised zones, including one of our main features, a courtyard with original cobbles dating back to the mid-1700s.  We are proud that this is the only courtyard of its kind in Essex and the perfect place to enjoy an alfresco lunch or to unwind after work with cocktails or coffee with friends.



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