Another step forward for Ladbrokes

New Mfuse iPhone application offers a complete betting service

The online division of the Ladbrokes betting group has expanded on earlier reports that it has taken on board the mobile Mfuse iPhone sportsbetting technology .

A company spokesman said this week that the new application offers a ‘complete betting service’ featuring a ‘comprehensive range of betting markets’ including an ‘extensive range’ of in-play wagers.

Ladbrokes management is bullish on the prospects for mobile gambling. “Mobile betting and gaming will be a key driver of growth in the sector in the next few years,” says John O’Reilly, md for Ladbrokes' remote gaming operations. “The Ladbrokes iPhone application is another step forward in making mobile betting and gaming easier to access.”

O'Reilly revealed that Ladbrokes has already seen over 25 000 active customers on its existing mobile services this year, an increase of more than 50 percent compared with 2008. And the company predicts that this will grow to 60 percent over the full year.

The gambling firm already offers a wide range of casino and slot titles for the iPhone and recently launched Microgaming's Mega Moolah, one of the world’s biggest online progressives, to its mobile service.

The latest addition to the mobile facility - Mfuse's iPhone sportsbetting package - includes the ability to check the latest odds updated in real time along with full account management and in-play wagering.

There are an estimated 1.5 million iPhone and iPod Touch users in the UK alone. Originally exclusive to O2 in the UK, the popular and multi-featured mobile telephone has been available via other networks since November this year, with supermarket giant Tesco revealing last week that it is to begin selling iPhones soon.

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