Mobile-First Bookie MoPlay Enters the Growing British Sports Betting Scene

Online bookie operator Addison Global Limited has announced the soft launch of its mobile-first sportsbook MoPlay, with the full launch scheduled as early as August 2018. The online betting site runs on Chameleon 360 iGaming platform, a product offered by management service provider SBTech.

The platform allows MoPlay to provide its customers with more than 50 payment methods, including trusted services like Skrill, PayPal, and Neteller. In addition, through Chameleon 360, the sportsbook can offer a number of virtual sports games provided by SBTech partners like NetEnt, Microgaming, and Kiron.

MoPlay, according to the operator’s website, aims to build “a truly mobile betting and gaming experience.” The goal of the Gibraltar-based company for its first-ever betting site is to become the go-to sportsbook for the millennial generation by pushing the boundaries of current mobile gambling sites.

Addison Global, in a written post, said:

“MoPlay is truly a unique brand within the sector, one that will resonate strongly with a millennial audience. We’re extremely proud of this brand, and we can’t wait to show you more of it as we work towards a full launch later this summer.”

Richard Carter, SBTech CEO, added:

“We are delighted to have partnered with Addison Global and look forward to helping this highly experienced and ambitious management team build a truly unique and original mobile only sports and gaming brand based off SBTech’s next generation APIs.”

MoPlay currently offers odds on 33 different sports, including football, esports, and Gaelic hurling. The sportsbook also boasts a library of 63 casino game titles thanks to the iGaming platform. A large majority of them are slot games that include fan-favorites like House of Doom, Viking Runecraft, and Wins of Fortune. The remaining eight titles are classic table games such as variations of blackjack, poker and roulette.

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Online Betting and British Football: A Budding Romance

As early as May, different sportsbooks started competing against each other in attracting football punters betting on the FIFA World Cup. Companies have offered generous—at times unbelievable—offers in the hope of cashing in on the largest betting event in the sporting world.

However, MoPlay recognizes that the site is too late at entering the race—the games started on June 14—and instead will focus on football matches kicking off in the near future.

Juergen Reutter, Addison Global CEO, said:

“MoPlay is open for business, but this is very much a soft launch for now. We are not attempting to break through the World Cup noise. Instead, our marketing approach will focus on the new football season in August, to coincide with some significant sponsorship activity and the release of our MoPlay app. Meanwhile, we’ll continue to work closely with SBTech to bolster our product offering.”

Betting and British football are almost interwoven into each other. The ball game is the most bet-on event in 2016, according to data provided by the UK Gambling Commission. Football betting in the region yielded a total of £7.792 in gross gambling yield in the year ending March 2017—dominating the entire English market, including horse-related events and tennis. During the same time span, British punters wagered almost US$20 billion on football matches.

Tariq Panja of the New York Times noted that betting advertisements on British television are so common “they frequently outnumber those for beer and pizza companies on match days.” According to his article, almost every football club in the Premier League has an official betting partner. Partners of these football clubs get to operate betting booths inside the stadium and can appear on the field’s digital ad banners.

Logos of betting companies also appeared in front of nine out of 20 football shirts in the English top flight last season. These teams received a reported total of £47.3 million in betting ad revenue, with Betway dishing out £10 million alone. Another betting company, SkyBet, currently serves as the primary sponsor of the next three football divisions below.

Addison Global’s MoPlay is testing the waters with its soft launch during club football’s offseason. The company CEO’s statement indicates that MoPlay is determined on providing enticing bonuses and promotions to attract avid football punters come the new Premier League season in August.

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