A recent interview with Charles Cohen, the Chief Executive Officer of mobile casino software provider and operator Probability, has shed light on his company’s opinions and plans for the future. The interview also coincided with the release of Probability’s latest financial figures which serve to confirm the viability of dedicated mobile casinos within the industry.
One of the strongest indications from Cohen’s comments concerned the industry in general, and it marks great news for mobile players. He sees the company’s own efforts to reach profitability as all falling into place, with the worldwide market continuing to grow. The company itself reported a 35% rise in revenue for the second quarter of 2012, which translates into a total of £2.3 million. While this is a modest amount in the online gambling industry, the fact that the company was only established in 2003 and has only recently gained a decent foothold in their local UK market means that these revenue growth levels look set to continue to be maintained over the coming years.
The core of Probability’s business is their own mobile casino brands, Moobile Gaming and LadyLucks. These casinos not only serve as the underlying reasons for the company’s profitability, but are also the best advertisement for the quality of their software titles, giving potential partners the opportunity to see their games in action. Part of the reason for the delay between launch and reaching the market was that Probability opted to develop its own platform from the ground up and their mobile game portfolio extends to thirty games and continues to grow.
Cohen also echoed the recent comments of Neill Whyte, the Head of Product Channels at Microgaming, who felt that the main factor driving increased shares of the mobile casino player base revolved around the quality of games. The sorts of games that were originally developed for mobiles, which worked over WAP connections and used the Java platform, are no longer considered leading edge, particularly considering the capabilities the latest devices. Instead, 3D graphics and fluid gameplay are now the order of the day, something that the iPhone and latest Android handsets are more than capable of displaying.
Probability’s dedicated LadyLucks mobile casino app for Apple devices has been downloaded more than 40,000 times in five months and the chances are that the majority of players to have downloaded the app have at least made use of the £5 free bonus available for new members. This has given Probability a somewhat unique insight into the needs and demands of mobile players, with one reported figure stating that the average mobile casino play session lasts for twelve minutes. Many in the industry have long known that games need to be suitable for quick sessions, but these are some of the first statistics from a reliable source to confirm it.
The future for the company and its brands looks set to see consolidation in the UK market together with aggressive international expansion. Probability already holds an Italian remote gaming licence, having been awarded one of the new certifications on the 19th November 2012. Their first move in the market was the acquisition of Playyoo, a B2B company in the same sector and the licence enables them to offer their own mobile casino platform as a white label service in the country.
The white label aspect of the business is something that looks set for particular growth. So far, the likes of Microgaming and Playtech have built on their dominance in the online casino market to become the predominant players in the mobile industry, spurred on by their existing licencing agreements with major casino operators. Probability is one of the first genuine alternatives with its own game library and it even offers operators the opportunity to combine its own games with those of its existing software supplier.