Friday 20 February 2009
eBet takes a punt on mobile
Natalie Apostolou
line subbed. See 2nd last par
Online gaming and gambling technology company eBet has launched internationally into the mobile commerce market with subsidiary iNov8.
EBet CEO Tony Toohey is heading up the mobile spin-off company headquartered in Sydney. It holds the international licence for mobile media player platform Sona Mobile Inc.
The subsidiary has beta launched the mobile media player in the United States, with foundation client, The New York Racing Association, which is using the interactive capability of the platform to allow its customers to place bets using an integrated e-commerce component and a social mobile capability to share content virally.
DreamWorks movie studio’s Pfizer and Playboy are also concept-testing applications across the device in the US.
INov8 are also in negotiations with a number of content partners and carriers in Australia. The iNov8 model is based on a hybrid of pay-per-view, subscription, pay-to-click with a performance-based revenue share for content owners.
The push-based platform is suited to streaming content across news, sports, film, and training materials and facilitates advertising and mobile commerce.
“We ran extensive competitive analysis internationally to ensure that we could claim a market first innovation in mobile and are satisfied there is no other product, that in anyway delivers, what our technology does. It is exciting that media organisations can immediately launch mobile channels at a low risk with high yielding revenue returns. The extensive flexibility of the product has delivered amazing feedback during our research and beta testing phases,” Toohey said.
EBet forged the international licensing deal with technology partner Sona Mobile Holding in August last year for use outside???? north, central and South America, Hawaii and the Caribbean. The open-source technology platform works across a range of mobile devices, fixed kiosks and operating systems and it also provides the foundation technology for server-based and downloadable gaming. EBet’s technology team is developing the platform as a conduit for ‘in your pocket’ gambling and gaming applications and as key driver for the company’s longer-term growth.
At the time of the deal Toohey described the technology as a key strategic opportunity. “We anticipate that demand for server-based and downloadable game products will grow significantly in future years in many jurisdictions, especially the Asia-Pacific and Europe. We have gained access to world-class technology in an advanced state of development at an attractive price,” he said.
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