PROMPT PROBABILITY PAYMENTS

11 May 2007

Mobile gambling provider Probability plc signs up for high speed SMS and WAP billing

The UK-based Mobile Interactive Group (MIG) will be servicing two objectives of the dynamic mobile gambling provider Probability plc following an agreement signed this week: superfast premium SMS and WAP billing and advertising services from sister company 4th Screen Advertising to boost marketing.

MIG’s sister company 4th Screen Advertising will develop and execute Probability's mobile advertising strategy to build up its customer base in the UK and Europe. The mobile marketing specialist is a mobile media sales agency that focuses specifically on the mobile sector.

"Early campaigns through 4th Screen Advertising have been extremely positive. On the strength of this we will be investing significantly in this exciting new channel, particularly to launch new services, such as Russell Grant mobile bingo," said Charles Cohen, CEO of Probability.

"The experience we are developing now will put us in an even stronger position in September when the new Gambling Act liberalises the advertising of gambling services such as ours across all media."

The deal will see Probability invest six figure budgets with 4th Screen Advertising in 2007, who will work closely with Probability's own marketing team to ensure the campaigns continually deliver ROI.

Commenting on the partnership, Barry Houlihan, MIG's managing director said, "We are delighted to be able to offer Probability a range of billing products to help provide end users with a much better experience. I am especially pleased that we have been able to create a highly valuable new marketing channel for Probability working with our sister company 4th Screen Advertising. Mobile advertising is a highly compelling channel for content owners but requires the skills of specialist agencies to deliver a strong ROI."

The Probability deal is the second significant agreement secured by Mobile Interactive group in the past few weeks. A major mobile messaging service supplier, SinglePoint announced earlier that it has partnered with MIG to offer an enhanced suite of mobile marketing applications, and platforms, for content providers looking to reach more than 230 million wireless subscribers in the United States through interactive television mobile campaigns.

The partnership enables SinglePoint to utilize a number of MIG's mobile technology platforms in the U.S., including an award winning high speed premium SMS voting platform called "VoteWinner," which processes 2 000 messages per second. "VoteWinner" received the 'The Best SMS and/or MMS Network Infrastructure' honor at the Global Messaging Awards in May 2006.

SinglePoint will also utilize MIG's "InstantWinner" application, which is an iTV platform specifically designed to increase participation by delivering highly targeted messages to campaign players. Additionally, SinglePoint will integrate MIG's Mobile Interactive Delivery Application Solution ("MIDAS") into its iTV suite of applications. "MIDAS" is used by some of the UK's leading broadcasters and production companies, including FremantleMedia, Endemol, Celador and broadcast network ITV, to process mass participation competitions, quizzes and alerts services.

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