Addison Global targets millennials with mobile-first sportsbook

Gibraltar-based Addison Global says it is aiming to resonate strongly with a millennial audience with the launch of new mobile-first sportsbook MoPlay.

A mobile phone

Addison are looking to push the boundaries of what is possible with mobile gambling. © Pexels.

SBTech’s full platform, mobile-first sportsbook has soft launched in what is the latest brand to go live on the Chameleon360 iGaming Platform. The operator announced that it would be trying to ‘push the boundaries of what can be achieved in mobile gambling’.

The move to openly capitalise on a millennial audience with a smartphone betting app is likely to meet criticism from an increasingly growing number of voices who claim that online gambling is a hidden epidemic that should be treated as a public health issue.

Speaking to the Financial Times last week, Matt Doherty described how he was one of a growing number of young people for whom the combination of online gambling and smartphone usage is a poisonous cocktail. Doherty spoke about how he had lost thousands through betting and trying to win the money back, which only incurred further losses. He also said how the gambling was isolating and he felt ashamed.

Speaking about the new sportsbook, Jürgen Rütter, CEO of Addison Global, said:

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.Juergen Reutter, CEO of Addison Global Limited

MPs in Britain have declared the country’s gambling laws to be outdated, and not fit for our digital age. An estimated £1.2bn will be spent on bets for the World Cup this summer. William Hill estimates that around £20m was bet on England’s opening game against Tunisia alone.

The UK Gambling Commission found that millennials aged 25-34 accounted for the biggest increase in online gambling of any age group last year. An estimated nine million people in the UK gamble, about half of which do so via phones or tablets.

Marc Etches, chief executive of GambleAware, believes that gambling has been normalised for young people. The reason, Etches says, is to do with the fact that gambling is now intrinsically with professional sport.

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