Online gambling firms form alliance

Online game show pioneer Amuso has formed a strategic alliance with online gaming network operator, Cashball Ltd. and Sweden’s innovative gaming technology provider, NYX Interactive AB, to create a new gaming experience for UK players.
The three companies will combine their popular game formats and expertise to create a competitive force within the UK online gaming industry. The trio is in the process of developing a trivia gaming network with an integrated bingo and casino suite, based on the NYX account and delivering mainstream appeal and casino gaming in one online venue.
The network will also feature major TV quiz show formats to widen the appeal of online cash gaming entertainment and attract new players. The Cashball branded bingo network will go live in Britain in Q1 2010 and will be syndicated to existing and new media partners.
Currently bingo is a GBP 1 billion pound industry while TV game shows command five times that globally, a spokesman for the alliance said this week. As a result, the potential for generating revenues from online trivia gaming is now considerable and developing rapidly. Several deals have already been signed or are in advanced stages with major TV production companies to bring popular quiz show formats to the network, creating the potential to deliver traffic and revenue.
Amuso already has a strong market share in the UK, currently operating standalone cash trivia platforms on a number of media and social networking partner sites, including MySpace, Bebo, WAYN, MTV, as well as Associated Newspapers’ Metro and This Is properties, with a combined reach of over 15 million users.
For full service gaming operator, Cashball Ltd, the deal will see the launch of the first Cashball-branded UK bingo network alongside its existing Spanish and Scandinavian networks. While for Swedish gaming technology provider, NYX Interactive, it offers the opportunity to break into the UK market with a differentiated offering and additionally use that as a potential springboard for further expansion across Europe.
Steve Cook, director of sales and marketing at NYX Interactive, said: “The tie up between the three companies is very significant because, in partnership Amuso and NYX can deliver a strong portfolio of games and gaming products while Cashball Ltd. will provide the operations and support.  There is a unique fit between bingo and entertaining quiz games and NYX is pleased to offer Amuso’s branded games to our existing customers while Amuso will offer our bingo.”
Barak Rabinowitz, CEO and co-founder of Amuso, said: “We are thrilled to partner with NYX and Cashball Ltd. to bring a fresh and compelling offering to the market. The NYX platform will enable us to lead the market for trivia gaming in the UK and beyond.”
Carl Ståhle, head of international operations at Cashball Ltd, commented: “The combination of trivia, bingo and casino fits our target group perfectly and the variation of the entertainment will encourage people to spend more time playing. We look forward to adding the Amuso Trivia as part of our full service offering.”

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