Betfred is launching a new mobile sportsbook that was developed completely in-house. The new software replaces their old Mfuse platform and will be available on a limited basis to 5,000 players as early as next week.

The company’s decision to develop their own app, instead of buying one out-of-the-box, says a lot about about their efforts to grab a big piece of the <a href=”Are you promoting mobile sports betting? Share your thoughts in the comments section below.“>mobile sports betting pie.

In an interview with EGR Magazine, Betfred developer Andy Daniels talked up the company’s mobile prowess:

We’re probably better on mobile than we are online and that’s because we’ve invested in the people and skillset to be able to do it ourselves. Having our own platform means we can punch above our weight.

If Betfred really is better at mobile than it is at desktop, it’s because the company has been throwing plenty of resources at it lately. Over the past few months they’ve introduced several mobile products, and their players can now log into all those offerings through a single log in.

That commitment to mobile has paid off in a big way for Betfred. The mobile sector makes up more than half of the company’s online revenue.

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