Press releases

Cellectivity extends reach of Bet2Go Sports with PlazaWin white-label deal

Cellectivity has today announced that it has launched a second white-label with PlazaWin as part of its emergent white-label business. Having launched its white-label business in Sep 2009, Cellectivity are now adding PlazaWin Bet (http://www.plazawinbet.com) as a partner with and launched mid-June – just in time for the lucrative Football World Cup in South Africa.

This will be Cellectivity’s second white-label partner after the launch of BetRescue.com in late 2009. This new strategy – along with the internationalisation of the product - will allow Cellectivity to further extend its products into new markets as part of its push to extend its business both in and beyond the UK.

As well as this deal, Cellectivity are planning launches in both Greece & South Africa later in 2010 and is in negotiations with a number of other parties interested in similar deals in other countries. This news represents a bonus for Bet2Go Sports’ partner bookmakers who will be able to extend their reach into countries - that they already accept registrations from - and with the added benefit of using local marketing partners who can best leverage the local market.

Bet2Go Sports allows punters to compare prices and place a bet across a range of the world’s best online bookmakers - Ladbrokes, Blue Square, Paddy Power, Skybet, BoyleSports, Victor Chandler, Sportingbet & William Hill. In addition to being able to compare odds and place simple bets, Bet2Go recently extended multiple & accumulator betting to its web platform. Using Bet2Go punters able to place bets on a combination of outcomes as well as being able to compare the potential returns of all the bookmakers offering this accumulator prior to placing their bet. Effectively, introducing odds comparison to multiple betting!

Bet2Go Sports’ unique single registration process requires users to register only once before being able to place bets with any one of the listed bookmakers. It is available online at www.bet2go.com and to mobile users via three different methods

• WAP or;
• Downloadable Java application (by texting BET to 60602) or;
• WEB APP for iPhones and Android phones (http//:m.bet2go.com).

Bet2Go Sports provides a free, simple, easy to navigate, fast and secure service.

Mark Jones, Marketing Director of Cellectivity, commented, “Extending Bet2Go’s reach by bringing on new white-label partners shows a commitment to continue to increase the traffic we provide to our partner bookmakers. It’s going to be a very exciting year for Cellectivity as we have a number of opportunities to extend the reach of Bet2Go beyond the UK.”

“Expanding into new territory’s with the benefit of a local marketing partner makes the whole process a lot simpler. This local knowledge and expertise is invaluable when trying to negotiate the problems and pitfalls of entering a new market. It will also be great news for our partner bookmakers who will also reap the benefits of the new customers that Bet2Go Sports will be recruiting.”

Further information:

Contact:-

Mark Jones

Marketing Director, Cellectivity

Email: info@cellectivity.com

Bet to Stay! Mobile betting app Bet2Go Sports enters its third World Cup

It seems that during the World Cup everyone is obsessed with historical results – the 1966 win & multiple exits as the result of penalty shoot-outs. With the 2010 World Cup finally about to start in South Africa - in what is expected to be the biggest betting event in history - punters now have even more choice in how to place their bets than ever before.

It’s not just the team histories that are important. In a rapidly changing market there have been many products and services come and go from both the mobile & betting sectors. One long-term player in this market, Cellectivity, is poised to takes its betting product – Bet2Go Sports – into its third consecutive World Cup.

Cellectivity has operated the Bet2Go service in the UK since just prior to the start of the 2006 World Cup in Germany, when England crashed out in the ¼ finals on penalties! As one of the very first mobile betting operators on the scene, Bet2Go has continued to be at the forefront of the surge in mobile betting by continuing to innovate throughout the subsequent years.

Having launched as a simple SMS and WAP service, integrating just a few bookmakers in 2002. These bookmakers have remained loyal to the service throughout, and several others were added over the years to the current level of 8 with William Hill now live on the service. Bet2Go has also remained at the forefront of the developing mobile technology by launching a downloadable application in 2005 and an iPhone and Android version in 2009, ensuring that it is available on well over 95% of handsets in the market. Internationalisation and multi-currency capabilities were also added in 2009.

The bookmakers currently available on the Bet2Go platform are Ladbrokes, Blue Square, Paddy Power, Skybet, BoyleSports, Victor Chandler and Sportingbet, and William Hill.

Bet2Go Sports’ unique single registration process requires users to register only once before being able to place bets with any one of the listed bookmakers. It is available online at www.bet2go.com and to mobile users via three different methods

• WAP or;
• Downloadable Java application (by texting BET to 60602) or;
• WEBAPP for iPhones and Android phones (http//:m.bet2go.com).

Bet2Go Sports provides a free, simple, easy to navigate, fast and secure service.

Marcel Puyk, CEO of Cellectivity, commented, “I am really pleased to be here for our third World Cup. In many ways we were groundbreakers with Bet2Go in the early days, probably ahead of the market but it has allowed us to build up a very deep understanding of mobile sportsbetting behaviour and to build strong commercial relationships with the major players in this market. I’m excited about this year’s World Cup but I’m also looking forward to making it four in a row in 2014!”

Further information:

Contact:-

Marcel Puyk

CEO, Cellectivity

Email: info@cellectivity.com

Cellectivity has today announced that it has launched an iPhone version of Bet2Go. Bet2Go’s launch of an iPhone application comes hot on the heels of some other big names in Sports Betting – however, it will be the only sports-book app in the world that allows punters to bet with multiple bookmakers, compare odds, open accounts as well as being able to place single, multiple and accumulator bets!

The existing sports-betting service run by Bet2Go is available on web, wap & java. This extension in to the iPhone market is a clear move for Bet2Go with the market opening up and iPhones being sold by both Orange & Vodafone along with the current supplier O2.

The Bet2Go iPhone app offers all of the Bet2Go functionality that the punters have become used to and will, along with the current java app, continue to be the flagship product for Cellectivity.

Bet2Go currently allows punters to compare prices and place bets across a range of the UK’s leading bookmakers including Ladbrokes, Blue Square, Paddy Power, Skybet, BoyleSports, Victor Chandler and Sportingbet - with William Hill to launch on the service shortly. Plus, since the launch of multiple betting in summer 2009 customers are now also able to place bets on a combination of outcomes rather than just one single event.

Furthermore the Bet2Go brand has been expanded – with the help of technology partner Plus-Five/AliQuantum games- to include Casino, Bingo, Poker & Slots on both mobile and online. These product extensions will also be rolled out as iPhone apps in 2010.

David Tapsell, COO of Cellectivity, commented, “An iPhone app has been in our product strategy for a long time and now that the market has widened to include both Orange & Vodafone the timing is perfect for us to launch our new product.”

“Bet2Go has had a very exciting year with the launch of multiples & accumulator betting, securing William Hill to join the service and the expansion of the service to include casino, bingo & poker games. For this to have been capped off by winning the ME Awards 2009 as the best gambling company shows that we’ve been busy! The launch of the iPhone app is just a continuation of the hard work we’ve been doing.”

“Apple have taken the market by storm and anyone who doesn’t add an iPhone app into their portfolio does so at their peril. To get Bet2Go on your iPhone simply put m.bet2go.com in the iPhone browser”

Further information:

Contact:-

David Tapsell

COO, Cellectivity

Email: info@cellectivity.com

Cellectivity has today announced that it has entered into an agreement with Plus-Five, a subsidiary of AliQuantum Gaming, to supply mobile and web games under the Bet2Go brand. This will allow Bet2Go to offer its users a huge range of Poker, Bingo, Casino & Slots games to supplement its already very successful Sports Betting service. First to launch are a real cash multi-player mobile poker service as well as a casino and roulette game on several of the UK mobile networks.

The existing sportsbetting application Bet2Go allows punters to compare prices and place bets across a range of the UK’s leading bookmakers including Ladbrokes, Blue Square, Paddy Power, Skybet, BoyleSports, Victor Chandler and Sportingbet - with William Hill to launch on the service shortly. Plus, since the very successful launch of multiple betting in June 2009 customers are now also able to place bets on a combination of outcomes rather than just one single event.

With the integration of the Plus-Five/AliQuantum games, Bet2Go is extending its reach to the market will have a full collection of fantastic mobile and online games to stand alongside this award-winning sports betting application. With this launch Bet2Go will become the first product to successfully extend its brand to offer Sports Betting, Casino, Bingo, Poker & Slots on both mobile and online.

In a key part of the agreement, Cellectivity will share its sports betting technology with Plus-Five, the white label solution of AliQuantum for further distribution.

Plus-Five offers companies and brands a complete "end-to-end" gaming package for use on mobile and web applications. This includes "best of breed' games from multiple suppliers, 24/7 live Customer Services and full Payment Processing facilities. Plus-Five is fully licensed by the LGA in Malta and operate in conjunction with AliQuantum-Gaming who provide a “state of the art” gaming platform including sophisticated Affiliate and Administration Systems. Earlier this year, Cellectivity and AliQuantum announced their partnership to offer an end-to-end mobile and online gambling solution to the market.

As part of this transaction the whole Bet2Go mobile platform will also be made available to all of the bookmakers and casino partners that Cellectivity are already integrated with as well as the wider market as a whole. This will enable Cellectivity to offer their partners an easy and fully integrated mobile solution that will be extremely easy and quick to launch and channel it through its distribution network.

Marcel Puyk, CEO of Cellectivity, commented, “We have been planning to expand the Bet2Go brand, which is now firmly established in the UK, for a long time now and to finally be in a position to do so is very exciting indeed. Bet2Go customers will no longer have to register with multiple suppliers to get the full gaming experience they can now get everything direct from Bet2Go. The launch of a new mobile poker application for real money play is particularly exciting as there is no comparable service operating at this time. We are delighted to be working together with AliQuantum to offer these services, and expect to announce further deals in the future“

Andy Jones, CEO of AliQuantum Gaming Ltd said, “The relationship between Cellectivity and Plus-Five/AliQuantum will enable us to further expand our service with an increase in white-labelling. This creates a greater potential for not only Bet2Go to grow to a much wider and more diverse audience, but also to offer these services to the online gambling market and enable any online casino or bookmaker to add a mobile channel effectively, quickly and economically, in order to benefit from the expected growth in mobile wagering”

Further information:

Contact:-

Marcel Puyk

CEO, Cellectivity

Email: info@cellectivity.com

Cellectivity wins prestigious mobile entertainment award

Cellectivity has today announced that it has won a prestigious award in the annual Mobile Entertainment Awards ceremony, organised by Mobile Entertainment magazine. The company came first in the Best Mobile Gambling category, against strong competition.

The ceremony, which rewards innovation and creativity in the mobile content sector, took place at the Royal Garden Hotel in Kensington, London. It attracted delegates from over 120 companies in media, technology and entertainment around the world. The actual award ceremony was presided over by Greg Davies of Channel 4’s Inbetweeners fame, providing for an entertaining night.

Winning the category of Best Mobile Gambling Company was an important milestone in the continued rise of Cellectivity as both a major player and innovative company in the field. Cited as key reasons for winning the award, specific mention was made of Bet2Go, the first ever mobile sportsbetting and odds-checking service in the world. In addition to this, also highlighted was the work Cellectivity does with mobile phone network operators to host gambling WAP services on their portals as well as the development of fully integrated casino games it has created for companies such as 888.com, Party Gaming & ITV.

Marcel Puyk, CEO of Cellectivity, commented, “I am very pleased to have won this award. It is a great recognition that by continuing to significantly invest into making mobile gambling secure, safe, enjoyable and available to more people in the UK and abroad you can create a successful service that is recognised by others. What makes this award even more special is that it was voted on by our peers in the mobile entertainment industry.”

Further information:

Contact:-

Marcel Puyk

CEO, Cellectivity

Email: info@cellectivity.com

Cellectivity launches Bet2Go white-label with Betrescue.com

Cellectivity has today announced that it is to offer Bet2Go as a fully supported white-label service. Anyone wishing to add a downloadable J2ME version of sports betting and odds comparison to their existing product will now be able to extend their brand to offer a fully customisable mobile version of Bet2Go. In addition to this, Betrescue.com – the online odds-comparison website - has signed up to be the first white-label partner.

This new strategy allows Cellectivity to extend its products and reach beyond its existing deals, with all of the UK mobile networks, and is a logical step forward since there are no other products currently on the market that would be suitable for an odds comparison website looking to move into the mobile arena. Additionally, Cellectivity has been running a fully branded version of its service with Racing Post for a number of years which has allowed the company to fully understand how best to develop its white-label offering.

This is especially good news for bettors as it will mean that access and discovery of mobile betting will increase as white-label versions of Bet2Go extend the reach of the product from the Mobile Network Operators direct into the hands of the punters.

Bet2Go allows punters to compare prices and place a bet across a range of the UK’s leading bookmakers - Ladbrokes, Blue Square, Paddy Power, Skybet, BoyleSports, Victor Chandler, Sportingbet &, in Q4 2009, William Hill. In addition to being able to compare odds and place simple bets, Bet2Go recently launched of multiple & accumulator betting. This was done in such a way that not only are punters able to place bets on a combination of outcomes but they are also able to compare the potential returns of all the bookmakers offering this accumulator prior to placing their bet. Effectively, introducing odds comparison to multiple betting!

Bet2Go’s unique single registration process requires its users to register only once before being able to place bets with any one of the listed bookmakers. Available online at www.bet2go.com and to all UK mobile users via WAP and downloadable Java application by simply texting BET to 60602. Bet2Go provides a free, simple, easy to navigate, fast and secure service.

Mark Jones, Marketing Director of Cellectivity, commented, “The ability for Cellectivity to offer Bet2Go as a white-label is an obvious next step for the company. Having deals with all the UK’s mobile network operators meant that it is time to look at expanding the reach of our product in other ways. Launching a white-label with Betrescue is really good news and it is a great partner to be working with to extend their impressive online experience to the mobile.”

“This is fantastic news for companies looking to take a step forwards into the mobile arena who have little experience or wish to minimise their risk. In addition, for online odds-comparison websites there is no other product available that fits their business model so well.”

“With the upcoming addition of William Hill to the service, along with the introduction of multiples & accumulator betting, coupled with the extension into mobile casino, bingo & poker games for Bet2Go customers, and now this announcement offering a full white-label service to our product range shows that Bet2Go remains a truly innovative product that continues to grow and evolve with the market.”

Further information:

Contact:-

Mark Jones

Marketing Director, Cellectivity

Email: info@cellectivity.com

Cellectivity selected as Finalist in 2009 Mobile Entertainment awards

CONGRATULATIONS!

Cellectivity have been selected as a finalist in the Best Gambling Company category for the Mobile Entertainment ( ME ) Awards 2009, to be held at the Royal Garden Hotel, London on Thursday 1st October 2009.

The ME Awards celebrate success and innovation in the thriving mobile content sector. This year’s ceremony will take place at the Royal Garden Hotel in London on Thursday, 1st October 2009, and will attract guests from all over the world.

For further information, visit ME website at: www.mobile-ent.biz/awards

Further information:

Contact:-

Marcel Puyk

CEO, Cellectivity

Email: info@cellectivity.com

Bet2Go adds William Hill to mobile betting service

Cellectivity has today announced that it is to add William Hill to its portfolio of Bookmakers. William Hill will be integrated onto both its mobile and online platforms giving punters even more choice and value when they bet with Bet2Go.

The bookmakers currently available on the Bet2Go platform are Ladbrokes, Blue Square, Paddy Power, Skybet, BoyleSports, Victor Chandler and Sportingbet. The inclusion of William Hill shows that Bet2Go has the ability to attract the biggest players in the market.

This is especially good news for punters as Bet2Go has only recently launched a massive range of accumulator and multiple bets on its mobile service. Having William Hill as part of this offering will further drive both choice and value.

Bet2Go allows punters to compare prices and place a bet across a range of the UK’s leading bookmakers. However, since the launch of multiple betting in June they are now also able to place bets on a combination of outcomes rather than just one single event.

Bet2Go’s unique single registration process requires its users to register only once before being able to place bets with any one of the listed bookmakers. Available online at www.bet2go.com and to all UK mobile users via WAP and downloadable Java application by simply texting BET to 60602. Bet2Go provides a free, simple, easy to navigate, fast and secure service.

Mark Jones, Marketing Director of Cellectivity, commented, “This is fantastic news for punters as adding one of the UK’s biggest bookmakers to the service will both increase the choice and value that Bet2Go offers. Adding William Hill shows that not only, is Bet2Go a product that continues to grow and evolve with the market, but that it has the ability to attract the major players in the industry. Furthermore, it also shows that the mobile channel is one that the bookmakers are taking seriously when they plan for the future. We believe that adding William Hill to our service will further increase the profile of what is truly one of the most innovative products in the market.”

Contacts:-

Mark Jones

Marketing Director, Cellectivity

Email: info@cellectivity.com

Bet2Go launches groundbreaking new mobile accumulator betting service

Cellectivity has today announced the launch of a new Bet2Go mobile betting service that allows punters to place a massive range of accumulator and multiple bets, while still allowing them to compare prices across a range of the UK’s leading bookmakers. Initially this is only available on J2ME & WAP as Bet2Go cements its commitment to offering real usability, functionality and value to mobile users with their ground breaking mobile betting product.

This move signals the start of an entirely new mobile betting experience as for the very first time it will be possible to not only place bets on a combination of outcomes, but to be able to do that with just a few clicks on your mobile. For those punters who can tell their Trixies from their Patents, or who are interested to place a Lucky 31 or even a Goliath consisting of 247 separate bets, Bet2Go will be their service of choice on their mobile.

There is no other service like it, mobile or online, that allows users to compare odds on such complex bets, and it is all packed within a tiny application that is still so easy to use. There are very few steps between starting the service and have the ability to place a staggering amount of value bets.

As well as these multiple bets, punters will still be able to compare odds and choose the best prices, from a range of top bookmakers, and to place a huge range of simple single bets on masses of events and markets from both the UK and Worldwide.

The product works by letting the punter construct their own multiple or accumulator bet by choosing from the events and the markets that Bet2Go provides. After the person has constructed their bet, Bet2Go will show them the best price based on which of the bookmakers are able to offer this bet. Once the punter has compared and chosen the best value or return – a simple click on their handset will place that bet directly with the bookmaker.

The bookmakers currently available on the Bet2Go platform are Ladbrokes, Blue Square, Paddy Power, Skybet, BoyleSports, Victor Chandler and Sportingbet, with more to be added soon.

Bet2Go’s unique single registration process requires its users to register only once before being able to place bets with any one of the listed bookmakers. Available online at www.bet2go.com and to all UK mobile users via WAP and downloadable Java application by simply texting BET to 60602. Bet2Go provides a free, simple, easy to navigate, fast and secure service.

Marcel Puyk, CEO of Cellectivity, commented, “This is fantastic news for punters looking for that extra value when they need it. The new Bet2Go is the first service, online or mobile, that allows a punter to compare the odds on complex multiple bets in real-time, and place the bet with just one click and without having to go through another sign-in procedure. We believe that this simplicity and great value, combined with the fact that it is available anytime and anywhere will make it a popular choice for serious bettors.”

Contacts:-

Marcel Puyk

CEO, Cellectivity

Email: info@cellectivity.com

INNOVATIVE IRISH BOOKMAKER BOYLESPORTS JOINS THE ‘BET2GO’ LINE-UP

Bet2Go has today announced that Boylesports, the high profile and fast growing bookmaker, is to join in the Bet2Go success story. The deal will see Boylesports becoming available to Bet2Go’s growing number of mobile and online users.

Bet2Go allows users to compare odds, place bets and manage their bookmaker accounts on the move via their mobile handset, and online. Started in 2002, Bet2Go was the first to market with a mobile betting application which has quickly become the UK’s most successful mobile and online odds comparison and sports betting application, and is available through most of the UK mobile network portals. It works on the vast majority of available handsets in the UK, including on Blackberries.

Boylesports is one of the largest independent bookmakers operating in the UK. The organisation prides itself on providing the best possible customer service experience throughout, and is best known for its very generous and market-leading cash back offers.

This latest move will see Boylesports joining Ladbrokes, Sportingbet, Paddy Power, Skybet, Victor Chandler and Blue Square as the seventh major bookmaker to be made available through the Bet2Go platform.

Bet2Go’s unique single registration process enables users to register only once before placing bets with any one of the listed bookmakers. Available online at www.bet2go.com and to all UK mobile users via WAP and downloadable Java application by simply texting bet to 60602. Bet2Go provides a free, simple, easy to navigate, fast and secure service.

Marcel Puyk, CEO of Cellectivity, commented, “This is fantastic news for all our users. Boylesports is an exciting new bookmaker with an impressive commitment to customer service and great odds, and not only does this improve what we as Bet2Go offer our users, but it further demonstrates our ongoing efforts to provide the very best in mobile and online sports betting.”

Mark Nunan, Head of Marketing of Boylesports agreed adding, “We are excited by the prospect of reaching out to a completely new customer base through our cooperation with Bet2Go. This will put mobile betting firmly on the map and we are looking forward to making this a successful new channel for us.”

Contacts:-

Marcel Puyk

CEO, Cellectivity

Email: marcel.puyk@cellectivity.com

Leon Blanche

Head of PR, Boylesports

Email: lblanche@boylesports.com

CELLECTIVITY AND ALIQUANTUM GAMING ESTABLISH A STRATEGIC PARTNERSHIP TO BRING UNIQUE MOBILE GAMING PROPOSITIONS TO MARKET

CELLECTIVITY AND ALIQUANTUM GAMING ESTABLISH A STRATEGIC PARTNERSHIP TO BRING UNIQUE MOBILE GAMING PROPOSITIONS TO MARKET

London (Press Release) January 27 2009 - Cellectivity (www.cellectivity.com), the online gaming industries pre-eminent mobile Gaming and Gambing Service provider, announced today that it entering into a strategic relationship with AliQuantum (www.AliQuantum-gaming.com), the Malta based gaming software provider, in a deal that will enable the creation of a new generation of mobile based gaming solutions.

The strategic partnership will enable the pooling of both company’s content, technology, business development, distribution and management assets to create an unrivalled and unique mobile gaming solution provider in the online gaming global market. It will be able to provide its customers with a full end-to-end service mobile gambling solution, such as a multi-game casino suite and a sportsbetting application that can be distributed through the channels operated by the partnership. These applications will benefit enormously from the combined experience and technology of Cellectivity and AliQuantum, built up over many years of being at the forefront of mobile gambling developments.

Marcel Puyk Chief Executive Officer of Cellectivity.com, said: “The mobile gaming market continues to grow at exponential rates and this collaboration will result in the ability to create a new generation of mobile based gaming solutions for existing gaming operators and mobile network providers”

Andy Jones CEO and founder of AliQuantum Gaming said: “Cellectivity and AliQuantum are in a unique position in the mobile gaming market, we are both cash positive and growing businesses, we have mutually compatible skills, technology and a joint desire to lead the evolution of this exciting sector”

As the mobile gaming industry enters 2009, a year many industry analysts predict the coming of age of the mobile sector, this partnership brings together two of the industries most creative and nimble players in the market to dramatically challenge the small number of other mobile content and infrastructure providers.

About Cellectivity:

Cellectivity is the UK’s leading mobile entertainment and service provider.

Cellectivity’s technological expertise has seen them quickly position ‘Bet2Go’ as the UK’s leading mobile odds comparison and sports betting application. Available to all UK mobile users Bet2Go provides a free, simple, fast, secure service across six of the UK’s best known bookmakers, Ladbrokes, Sporting Odds, SKYBet, Paddy Power, Victor Chandler and Blue Square.

Cellectivity allows premium online brands to distribute services and applications onto a mobile platform.

Since its launch in 2001 Cellectivity has quickly risen to establish itself as a market leader in an industry with seemingly unlimited exponential growth.

While initial developments in mobile products have represented an additional channel for existing users, research indicates that improvements in technology, rising disposable incomes and changes in attitude will help to attract large numbers of new users.

About AliQuantum-Gaming.com:

Founded in 2004 the AliQuantum gaming platform was designed from day one to address the problems of existing legacy gaming platforms that detract from a seamless user experience. The primary issues being multiple channel integration, (mobile, web, TV), single wallet, rapid deployment, simple integration, cost effectiveness, multi channel, multilingual, multi currency, CRM and certification.

As well as being a standalone fully integrated platform the AliQuantum platform can also be used in a modular way to provide additional capabilities where existing platforms are deficient, ie CRM, payments, single wallet, affiliate management and administration.

Further information:

Cellectivity Limited
Marcel Puyk
Winchester House
259-269 Old Marylebone Road
London NW1 5RA
Email : marcel.puyk@cellectivity.com

AliQuantum-Gaming
Marc Wood
G3 Arena Business Centre
Holy Rood Close
Poole BH17 7FJ
Email: marc@aliquantum-gaming.com

Cellectivity selected as Finalist in 2008 Mobile Entertainment awards

CONGRATULATIONS!

Cellectivity have been selected as a finalist for the Mobile Entertainment ( ME ) Awards 2008, to be held at the Royal Garden Hotel, London on Thursday 25th September 2008.

The ME Awards celebrate success and innovation in the thriving mobile content sector. This year’s ceremony will take place at the Royal Garden Hotel in London on Thursday, September 25th 2008, and will attract guests from all over the world.

There will be 19 awards across three categories comprising ‘Development & Publishing’, ‘Services’, and ‘Operators & Handsets’. A special award for the outstanding contribution to mobile content will also be given out on the night. The ME Awards are judged by a panel of over 400 industry execs.

For further information, visit ME website at: www.mobile-ent.biz/awards

Further information:

Contact
Stephen George/Will Paget
PagetBaker PR
39 Great Russell Street
Bloomsbury London
Tel: 020 7 323 6963
Email: stephen@pagetbaker.com

Interactive Gaming News - Interview Marcel Puyk CEO Cellectivity - June 2008

Tuesday, June 10, 2008

Q.& A. | Marcel Puyk

by Lorien Pilling

Continuing its series of interviews with key figures in the mobile gambling sector, Interactive Gaming News spoke with Marcel Puyk, chief executive of Cellectivity, a mobile betting and gambling specialist, about Asia, in-running betting, and "next-gen" handsets.

Q: What significance do you see in the recent investments made in Probability and Mfuse by Michael Spencer and Mark Blandford?

A: It is good to see that very serious investors are now seeing good value in some of the best companies the mobile gambling market. What it shows to me is that after being a very much ignored sector of the online gambling market for a long time, some people with a clear understanding of the potential of mobile gambling have decided there is good value to be found.

In my view that is based on their opinion that, although small now, mobile technology will play a very significant role in the future of online gambling and sports betting.

Q: Is it a measure of the growing credibility and maturity of the mobile gaming sector?

A: I think that is absolutely the case and about time too! I have been talking about the future of mobile for a long time now at conferences all over the world and I think we are finally seeing that it is being taken seriously.

Q: Have operational issues in mobile gambling -- around handset compatibility, download issues, billing, players’ ease of use, for instance -- proven more stubborn than the sector anticipated?

A: That is definitely true. It has been a long road and the problems have been difficult to solve, but I think we are now at a point where the technology challenges are well-understood, at least by the companies who have worked in this space for a number of years. For the best companies in this sector technology is no longer the barrier, although they are still very challenging.

In the end what holds back the market the most is the user’s acceptance that the phone can be used to transact and to do more things than just make a call. That is something in which everybody involved in the market, from mobile operator to content provider, has a role to play. We need to make the wider public understand what is possible here.

Q: Is the next generation of handsets solving these problems?

A: The next generation of handsets is certainly helping a lot as they are built more for entertainment these days. The screens are good, there is more memory and the usability in general has improved a lot.

There is a lot of buzz around the [Apple] iPhone at the moment and how that is going to affect the sector. I think it has the potential to move the market on again as it is such a nice phone, but for that to happen the environment has to be opened up to third-party content and it will have to become more of a mass market product. Unfortunately, there is still no end in sight to the many operating systems in the market so many challenges will remain.

Q: From what you learned at AiG in Macau, what part will Asian markets play in the growth of mobile gaming?

A: Asia is obviously a huge market with massive appeal for anybody involved in the [gambling] industry, particularly in mobile gambling, with so many mobile phones around and the well-known propensity to bet for people in the region. But Asia comes with its own challenges.

First and foremost, the legislation is either entirely against gambling or is drawn up in favor of local monopolies. I do see that changing over time, however, as the realization strikes that illegal gambling cannot be stopped and that it is better to regulate the market.

There still remain very significant challenges after that though, not least the people’s trust in random number generators -- I don’t see a live dealer appearing on a phone anywhere soon. The fact that there are so many handsets out there -- many more models than Europe, not all of which are "official" -- means that porting to that will be a big headache.

That said, I think the market will be very attractive and we will certainly attempt to play a role there.

Q: Spin3’s deal with PacificNet looks an interesting one -- is teaming up with the right partner in the region the only strategy for Western operators trying to enter Asia?

A: All conventional advice says that anyone attempting to enter the Asian market requires a local partner or it will take a very long time to get anything done. I think it is the right thing to do for them. The regulatory and business environment in some of the countries can be a minefield, and to manuever through it you need someone to help you.

Q: A couple of the sessions at the Bet-Markets conference focused on in-running betting as being a key development for mobile betting. Do you agree?

A: In-running betting is currently a hot topic, particularly of course for mobile because you always carry a phone. This makes it a very convenient tool to place a bet wherever you are, whether in the pub, watching the match, or just out and about without access to a PC.

We have seen some very good growth in this type of betting, particularly for football. It is probably the biggest growth area in betting at the moment but you can’t just focus on that at the expense of all the other bet markets.

In-running doesn’t apply at all to horseracing, for example, and that market is still the biggest for most bookmakers.

But I do expect live betting to increase and if you look online you already see live content and bets being promoted strongly. That will not translate very well to the mobile, but mobile is definitely already playing an important role in live betting.

Q: Is the growing popularity of this area of sports betting the trend that will prove a tipping point for mobile sports betting?

A: I think it will help, but the main issue is still getting people to understand that they can bet on their phone. Promoting in-running betting will certainly help in that.

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BET2GO - Growing Business Magazine June 2008

Mobile has long been touted as the next frontier for search, but speak to someone who knows the industry and they’ll tell you there’s still a long way to go.

“Mobile search is patchy and the user experience is quite bad,” says Marcel Puyk, chief executive of Bet2Go, the UK’s leading mobile phone sports betting service. “Search isn’t yet mobile optimised, so a lot of the content is irrelevant. Companies are realising they need to develop a different page for the mobile phone than they would for the computer, but there’s still a lot of rubbish in the top hits. Someone will get it right eventually.” and when they do, Puyk’s company will be poised to grab an even bigger slice of a market that analyst house Jupiter Research estimates will be worth $12bn by 2010. As it stands, Bet2Go has established a sound and ingenious business model that sees it sitting halfway between mobile operators and bookmakers.

“We deal with both sides of the supply chain,” Puyk explains. “We bring bookmakers and casino companies into the mobile market, while also dealing with mobile operators that want access to that content, but lack the knowledge, experience or even staff to secure it.”

Founded in 2001 by Eithan Ephrati, Bet2Go has had long enough to establish a lead in this nascent market, so considerable barriers to entry at this stage can only be an advantage. As in the early days of the internet, those looking to make a buck have major obstacles to surmount, including the heterogeneous nature of the technology. “You can develop an application, but it’s very hard to get it onto a range of handsets,” says Puyk.

Instead of working to make a product for one platform, as you would on a PC, you have to develop the skills to be able to provide for thousands of different handsets. Bet2Go’s user-friendly interface enables people to receive real-time information and odds from the UK’s six most popular bookmakers – including Sporting Odds, Ladbrokes, Paddy Power, Total Bet, Blue Square, and Victor Chandler – and bet anywhere, anytime using the same tool.

“It’s very easy – you can do it while you’re sitting on the train and place the bet there and then, with a choice of six prices,” Puyk explains. “Compared to physically going to the bookies and having no choice on price, that’s a powerful option. It’s simple and discreet.”

From its Camden base, venture-capital backed Bet2Go has been doubling its turnover year-on-year and is looking at triple growth in 2008 from what Puyk concedes was a “fairly small base”. “We have a solid business model and we’re in a very strong position in the UK market,” he says. “The whole dynamics of the mobile market will experience explosive growth and we’ll be expanding rapidly and internationally.”

With forecasts that the market will have grown 10 times in just five years, Puyk’s optimism is understandable. “We saw the opportunity first and we took advantage of it very well.”

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T-MOBILE GAMER WINS £25K ON POKER VIA CELLECTIVITY MOBILE GAMBLING CHANNEL

T-Mobile today announced the first winner to collect £25,000 on the mobile Video Poker application facilitated by UK mobile gaming provider Cellectivity. The big win comes straight off the back of another lucky winner netting £20,000 on mobile roulette also facilitated by Cellectivity. The flurry of big wins confirms mobile arrival on the gambling scene alongside more established internet devices.

Video Poker and Roulette are both featured on “Cash Casino” T-Mobile’s highly successful gambling portal. The service which has now totalled more than 60,000 visits since its launch less than a year ago is developed and operated by Cellectivity, the UK’s leading mobile betting and gambling provider. Cash Casino is unique in allowing users to download a wide range of exciting gaming applications developed exclusively for mobiles direct to their handset.

The extensive choice of games and services available include Blackjack, Slots, Bingo, Roulette, Nudge 7, HiLo as well as some of the most recognisable big name brands such as Party Gaming, Casino Tropez, Victor Chandler, Wild Jack Mobile Casino and Bet2Go. The Portal offers users both ‘real’ and ‘play’ money options, allowing users to practise their skills, pit their wits or just play for fun.

Quick, easy and free to download the service offers T-Mobile customers access to all the fun of online gaming direct to their mobile handset anytime, anywhere, be it on the daily commute, in the pub or in the comfort of their own home.

Marcel Puyk, Cellectivity CEO, said “We are delighted with the success of the portal. These big 20K+ wins prove mobile gaming now easily ranks alongside its more established internet rivals. This year represents a great step forward in terms of enhanced customer choice – by offering ‘Cash Casino’ alongside our hugely popular ‘Bet2Go’ sports betting service, T-Mobile have provided users with an exciting fun service, throughout the year users have been able to access a complete range of gambling services. Our experience to-date makes us confident that the service will continue to prove extremely successful and will add considerable momentum to the already popular mobile gambling industry in this country”.

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Cellectivity has been nominated as a Finalist in the Best Gambling Company category of the 2007 ME Awards, hosted by Mobile Entertainment magazine.

All Finalists will now be assessed by a panel of judges from across the industry. The ME Awards 2007 will be presented at a gala evening at London's Brewery venue on September 18th.

For further information, visit ME website at: www.mobile-ent.biz/awards

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Read the article here (PDF format).

The article is taken from issue two of the interactive gaming magazine, iNTERGAMINGi. For more information, please visit www.intergameonline.com.

Copyright 2007 InterGame Ltd.

BWIN & Cellectivity Partner To Distribute PokerRoom.com Mobile

bwin, the world's number one online gaming provider, today announces plans to enter into a partnership with Cellectivity - the UK's leading mobile gaming and betting content provider. Cellectivity is to distribute a mobile version of PokerRoom.com: the first live multi-player mobile poker application of its kind, allowing mobile users to pit their poker skills against real online players.

Discreet, convenient and easy to use, the rise of mobile gaming has coincided with the proliferation of increasingly technologically enabled handsets. This now allows casual gamers on the move to enjoy the thrill and pleasure of gaming, be it on their daily commute, in the pub, or in the comfort of their own homes.

The deal sees the two industry leaders combine their unique brands, customer reach and technological know-how to distribute UK's very first portable poker room application, offering mobile players guaranteed ready access to poker tables anytime, anywhere. The application also features a play-for-fun version that gives players an opportunity to pit their skills against real online players.

The technical proficiency of industry leader Cellectivity will make it possible to integrate all the dynamic functionalities and real life poker action that users have come to expect of bwin's online PokerRoom.com. At the same time, it will provide gamers with an optimized user experience specifically designed for the mobile phone. The application will be distributed on UK portals managed by Cellectivity.

This partnership between bwin and Cellectivity, whose market leadership has helped drive the expansion in next-generation mobile gaming, is expected to give a boost to the global poker boom. "There is a significant and proven market for online poker," explains Marcel Puyk, CEO of Cellectivity. "By working with bwin, we will be able to provide mobile users with access to real online poker tables for the very first time. This is an incredibly exciting development in mobile gaming."

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Contact bwin Group
Karin Klein
bwin Group
Börsegasse 11, 1010 Vienna, Austria
Tel.: +43(0)50 858-0
E-mail: press@bwin.org
www.bwin.ag

About PokerRoom.com
PokerRoom.com is a proprietary brand of the bwin Group, which has over 11 million registered customers (including 7 million "play money" customers) in over 20 core target markets. Operating under international and regional licenses in countries like Gibraltar, Kahnawake (Canada), Belize and Germany, Italy, Mexico, Argentina, Austria and the United Kingdom, the Group is the number one address for sports betting, games and entertainment via digital distribution channels. The Group offers sports betting, poker, casino games, soft and skill games, as well as audio and video streams on top sporting events such as the German Bundesliga. The parent company bwin Interactive Entertainment AG has been listed on the Vienna Stock Exchange since March 2000 (ID code BWIN, Reuters ID code BWIN.VI). Further information about the Company can be found on its investor relations website at www.bwin.ag.

About Cellectivity
Cellectivity is the UK's leading mobile entertainment and service provider. Cellectivity's technological expertise has enabled the company to quickly position 'Bet2Go' as the UK's leading mobile odds comparison and sports betting application. Available to all UK mobile users, Bet2Go provides a free, simple, fast and secure service across six of the UK's best known bookmakers: Ladbrokes, Sporting Odds, Total Bet, Paddy Power, Victor Chandler and Blue Square. Cellectivity allows premium online brands to distribute services and applications to a mobile platform. Since its launch in 2001, Cellectivity has quickly risen to establish itself as the market leader in an industry with seemingly unlimited exponential growth. While initial developments in mobile products represent an additional channel for existing users, research indicates that improvements in technology, rising disposable incomes and changes in attitudes will help to attract large numbers of new users.

888.com partners Up With Cellectivity To Develop Brand-New Mobile Casino Platform

Gibraltar(Press Release) February 27 2007- 888.com (http://www.888.com/), the World’s No.1 online casino, announced today that it will join forces with Cellectivity (http://www.cellectivity.com/), the UK’s leading mobile content provider, in a deal that will propel the online gaming powerhouse onto the handsets of a rapidly-growing global audience.

The deal will combine 888.com’s premium online brand with the technological expertise and distribution capabilities of Cellectivity to create a new and exciting mobile gaming experience.

This strategic collaboration will also position 888.com at the forefront of the fast advancing mobile gaming market due to the fact that Cellectivity has gaming content agreements with two of the largest UK mobile operators, two of the UK’s largest mobile Operators with a combined user base of over 20 million users.

This trend-setting partnership will give users the chance to play the world’s most popular casino games from the comfort of their personal handsets.

Gigi Levy, Chief Executive Officer of 888.com, said: “This collaboration will result in the creation of a mobile gaming platform unlike any other. 888.com is excited to be partnering with Cellectivity and to be merging our online gaming expertise with their proven mobile gaming success.”

Marcel Puyk, CEO of Cellectivity, whose market leadership has helped drive the expansion in next generation mobile gaming, commented: “This is an exciting period for Mobile gaming, 888.com’s decision to combine with Cellectivity to help further expand their brand is in many ways an endorsement of Cellectivity’s market leadership and reputation.”

The technical proficiency of Cellectivity will allow for the integration of all the dynamic functionalities and the realistic casino action users have come to expect from the 888.com website, while providing players with an optimized user experience specifically designed for mobile handsets.

The new 888.com mobile casino (http://www.888.com/mobile/) platform will feature three casino games; Blackjack, Roulette, and a Progressive Slot Machine.

- END -

About Cellectivity:

Cellectivity is the UK’s leading mobile entertainment and service provider.

Cellectivity’s technological expertise has seen them quickly position ‘Bet2Go’ as the UK’s leading mobile odds comparison and sports betting application.
Available to all UK mobile users Bet2Go provides a free, simple, fast, secure service across six of the UK’s best known bookmakers, Ladbrokes,Sporting Odds, Total Bet, Paddy Power, Victor Chandler and Blue Square.

Cellectivity allows premium online brands to distribute services and applications onto a mobile platform.

Since its launch in 2001 Cellectivity has quickly risen to establish itself as the market leader in an industry with seemingly unlimited exponential growth.

While initial developments in mobile products have represented an additional channel for existing users, research indicates that improvements in technology, rising disposable incomes and changes in attitude will help to attract large numbers of new users.

About 888.com:

888.com is the world’s No.1 online casino and poker room.  It has in excess of 23 million members worldwide who enjoy an online gaming experience like no other.

Founded in 1997, 888.com offers two market leading products “Casino on Net” the worlds No.1 on line casino offering all the thrills of the big games in Vegas from your pc and “Pacific Poker” where you can enjoy the excitement of competing against your friends and fellow members in any of the poker rooms. Both games are available to play in real money and practice mode.  

888’s goal is to provide quality entertainment to people who enjoy gambling, by giving them the opportunity to do so in a safe, fun, fair, regulated and secure environment. Its clients are its greatest assets; therefore it makes an immense effort to establish customer satisfaction building relationships through service, honesty, advice and trust with each and every member.

888.com operates under a license granted by the Government of Gibraltar for the purposes of operating an on line casino and Poker Room. 888.com has adopted the code of conduct of the Interactive Gaming Council (IGC), of which it is a Member.

Last year 888.com was the proud recipient of Best Online Casino and Best Online Operator of the Year at the egaming Awards. 888.com was also voted ‘Best online casino 2005’ at the Inside Edge magazine and has since received “Best online Casino 2006” at the UK Gambling Awards. The Inside Edge and UK Gambling Awards were voted for by over 700,000 readers. 

888.com continues to cement its position as a leading authority in gaming entertainment. Since July 2004, 888.com has been the main sponsor of FA Premier League Middlesbrough Football Club, and recently, became the main sponsor of Sevilla FC.  888.com is now the title sponsor of the 888.com World Snooker Championships, held at The Crucible in Sheffield and is also the associate sponsor of snooker’s Royal London Watches Grand Prix, Maplin Electronics UK Championship and Saga Insurance UK Masters. 888.com also has individual associations with four of the top snooker talents in the world; they are Ronnie O’Sullivan, Graeme Dott, John Higgins and Ding Junhui.

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Or

Emma Fizen

+350-49800 1057

Newscom@888.com

Since its formation in 2001, Cellectivity has been at the forefront of mobile e-commerce development and distribution

Cellectivity combines the market power of premium online brands, mobile operators and media companies to create and distribute state of the art applications for mobile phones.

Cellectivity products integrate all the functionalities of the original websites, including searches,registrations and transactions, while providing an optimized user experience, specifically designed for mobile.

Innovation

In a progressive 24-hour culture Cellectivity’s expertise lies in its ability to provide mobile solutions that are based on, but crucially, independent of the internet.

Through the provision of an innovative and compelling user experience Cellectivity is redefining the relationship between the internet and mobile service providers.

By reshaping the information heavy internet landscape into a convincing easy to navigate mobile platform, Cellectivity has enabled online operators to set up a reliable, trusted mobile distribution channel with minimal financial expenditure and human capital.

With a continually evolving diverse product range including ShopEcentre Mobile Shopping, Mobile Travel booking facility ‘e-bookers’, Mobile Dating service date.co.uk and Bet2Go the worlds leading mobile sports betting service, Cellectivity is not only leading, but defining the market place.

NOTES TO EDITORS:

Cellectivity is the UK’s leading mobile entertainment service provider.
Cellectivity allows premium online brands to distribute services and applications onto a mobile platform.
Since its launch in 2001 Cellectivity has quickly risen to establish itself as the market leader in an industry with seemingly unlimited exponential growth.
While initial developments in mobile products have represented an additional channel for existing users, research indicates that improvements in technology, rising disposable incomes and changes in attitude will help to attract large numbers of new users.

Marcel Puyk – CEO, Cellectivity
Puyk who has worked extensively with a number of fast-growing enterprises, particularly in the area of technology and media, has a passion for providing a great user experience, believing that mobile will be the next frontier to conquer for online operators.
Marcel previously held Board level roles at Vizuri, a fast-growing UK IT risk management services provider, at the IP commercialisation subsidiary of the BBC and at GorillaPark, one of the early leaders in the European incubator market.

Eithan Ephrati – Founder, Cellectivity
Cellectivity was founded by Eithan Ephrati in 2001. Eithan is a founder and former Vice President of Research and Development for Agentsoft, where he developed and Implemented agent based Web automation technology. Known for his dynamic combination of entrepreneurial acumen and considerable technological expertise Ephrati is the author of over 30 publications in the field of artificial intelligence, multi-agent systems and game theory

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Cellectivity has been nominated as a Finalist in the Best Gambling Company category of the first ever ME Awards, hosted by Mobile Entertainment magazine.

All Finalists will now be assessed by a panel of 300 judges from across the industry. The eventual winners will be revealed at a glitzy awards ceremony at the Kensington Garden Hotel, London, on September 19th

For further information, visit ME website at: www.mobile-ent.biz/awards

Further information:

Contact
Stephen George/Will Paget
PagetBaker PR
39 Great Russell Street
Bloomsbury London
Tel: 020 7 323 6963
Email: stephen@pagetbaker.com