188Bet to launch mobile with Mobenga

188BET is launching a mobile gaming product with Swedish mobile developer Mobenga.

The Asia-facing online bookmaker and in-play specialist will launch a series of bespoke mobile products that encompass all of its product offerings and update customers with sports news as well as allowing them to bet.

The mobile product will support all current mobile technologies including Google’s new Android mobile operating system, as well as offering a unique custom services dependant on users’ handsets.

It is intended to help exploit the five sponsorship deals 188Bet has signed in the last 12 months with English Premier League football clubs, namely betting partner deals with Liverpool FC in November 2009 and with Chelsea FC and Aston Villa in August, and a double shirt sponsorship deal with Bolton Wanderers and Wigan Athleticin May; as well as a rugby sponsorship deal with Guinness Premiership team Wasps.

188Bet chief executive Andy Scott said: “As mobile technology becomes increasingly advanced it is essential that 188Bet continues to lead the way in terms of our products. Mobenga is a likeminded company that reflects the ambitions of 188Bet [and] the deal will also provide an innovative way of maximising our various partnership agreements, bringing a unique sponsor offering to the supporters of those clubs and engaging them with the brand.”

The deal is the latest in a string of new signings in recent weeks for Mobenga that includes launching a mobile gaming product for France’s Betclic late last month, launching in Australia with a contract to provide mobile gaming to Tote Tasmania and signing a supply deal with Ireland’s Paddy Power in December last year.

Mobenga chief executive Christian Rajter said: “188bet has very high standards and expectations and we’ll be providing them with innovaten before services.”