Exclusive: Tote Tasmania picks Mobenga for mobile launch 10/12/2009

Jon Parker

MOBENGA HAS LAUNCHED in Australia via a contract to provide mobile gaming to Tote Tasmania. 

The Swedish mobile gaming and content business was chosen for the contract by technology provider Agility Interactive, Tote Tasmania’s internet consultant.  

Tote Tasmania’s mobile horseracing and sports betting product will be one of the first mobile betting services in Australia, and will be launched next year featuring downloadable versions for JAVA applications, mobile Internet and iPhone.  

Mobenga chief executive Christian Rajter said: “We have been in contact since before the Summer – obviously the decision was delayed by [Tote Tasmania’s] sale process, but now that is not going to happen we can go ahead,” referring to the Tasmania state governments recent decision to withdraw Tote Tasmania from sale. 

“Together with Agility Interactive, we believe that Australia and the Asia Pacific region offer the next major growth area for cutting edge and innovative mobile products.” 

Asked whether Mobenga would now seek to reach similar deals with other Australian state totes, Rajter said only that “there would be a natural connection.” 

The Tote Tasmania deal is Mobenga’s second major client win since Paddy Power picked Mobenga to launch a new mobile product.  

Tote Tasmania’s fixed odds have been managed since May by Centrebet - one of Paddy Power’s chief rivals in Australia after it was effectively forced to end its interest in fellow bookmaker International All Sports (IAS) by Paddy Power’s takeover of IAS shareholder Sportsbet in May.

Mobenga’s mobile product for Tote Tasmania will emphasise ease of use and familiarity with popular functions such as ‘speed betting’ and ‘next race to jump,’ and will also include real-time content such as form guides, tips and scratching.

Tote Tasmania chief executive Craig Coleman said: “We see the mobile channel as key to delivering our customers’ expectations for access for an ‘ever-connected’ generation of punters.”

In other Australian egaming news recently, Betfair took on racing bodies in New South Wales, Australia's most populous state, in a legal battle that could determine the future of racing in that state.

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Posted: 10/12/2009