Sports betting solutions provider SBTech has announced the soft launch of mobile-first sportsbook MoPlay.co.uk, on a full platform solution.
Becoming the latest brand to go live on the firm’s Chameleon360 iGaming platform, it is the first to be launched by Gibraltar based Addison Global Group.
The MoPlay management team is to be led by Juergen Reutter, CEO of Addison Global Limited, who commented: “We are delighted to partner with SBTech on this exciting new venture. As of today, 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. Watch this space!”
MoPlay is setting out a strategic target of having an increasingly strong appeal with the millennial market, as it aims to position its itself as a unique brand within the sector.
Furthermore, with a goal of pushing the boundaries of what can be achieved in mobile gambling, MoPlay details that the mobile first product innovations and API strategy let them to SBTech, with the hope of enabling the firm to build and deliver a differentiating front-end to their customers.
Richard Carter, CEO of SBTech, 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.”
This is the latest move by SBTech, which saw the firm partner with Churchill Down Incorporated, aiding its real money online gaming and sports betting entry, as well as with Georgian bookie Adjarabet who upgraded its sportsbook to an SBTech powered offering.