Paddy Power brings sports betting to Facebook

Irish bookmaker Paddy Power is set to launch the first product that will allow real money sports gambling on the popular social networking site Facebook. The app, entitled Paddy Power In-Play! will mark the real money sports betting debut on the site and could lay the foundations for other businesses hoping to capitalise on the millions of users that frequent the online platform. 

Paddy Power In-Play! is currently being trialled on desktop users within the UK, a market that was chosen by Paddy Power for the initial launch. Gambling laws and regulations within the UK are much more relaxed compared to those in the US and certain parts of Europe. 

“The launch of the first real money sports betting product on Facebook is testament to Paddy Power’s e-commerce and technology capabilities as well as our international industry leadership position in social media,” stated Peter O’Donovan, the Managing Director of Paddy Power Online.

online sports betting is a profitable market. Last year, a report by GamblingData UK estimated the UK sports betting net gaming revenue at £650.4 million. sports betting software providers such as Perhead have allowed a more sophisticated way for customers to place wagers, which has seen various sites and apps rolled out across the online and mobile platform. However, Paddy Power will be breaking into a completely new market by targeting the In-Play! app solely towards social network users. 

Head of Social Casino Partnerships at Facebook, Will Collins said: “Given the popularity of sports betting in the UK, we’re delighted to be welcoming Paddy Power onto the Facebook gaming platform with an innovative gaming experience.”

Last year Facebook sparked controversy after introducing casino games, which allowed young players to gamble with ‘virtual’ currency. Members of the social network are able to access play-money titles that are associated with gambling, such as poker and roulette. Once they turn 18, their Facebook account will allow the placement of targeted gambling advertisements. 

Players of the Paddy Power In-Play! app will be subject to a strict age verification check prior to participation. The bookmaker insists that all users under the age of 18 will not be able to view the game. 

“Online betting is a popular and well-regulated pastime in the UK,” said a spokesperson for Facebook. “Our carefully chosen partners work within stringent regulatory guidelines to ensure their products and services are used safely and responsibly by adults. These products will be invisible and inaccessible to people aged under 18 on Facebook.”

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Article source: http://www.gamingtoday.com/articles/article/42348-Paddy_Power_brings_sports_betting_to_Facebook

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