3 has signed an agreement with mobile gambling specialist Probability to pre-install a permanent link to its ‘Ladyluck’s’ mobile gambling service on two million new handsets in the UK this year.
The link will be the only gambling content pre-installed on these devices, as an icon in the games or applications menu. The first handsets to include the link are expected to reach customers this quarter.
Customers who click the link on their phone will be connected directly to the Ladyluck’s mobile portal via the internet. They can then register for and play games including bingo and slots.
Probability chief executive Charles Cohen said" “This is a tremendous deal for Probability. Two million handsets represents approximately half of 3’s UK current customer base. The pre-installed link to Ladyluck’s on these devices gives us an excellent and exclusive opportunity to convert large numbers of new customers from a feature built into their phones."