British mobile technology company Mfuse Ltd has signed a deal to bring its Deal Or No Deal fixed-odds betting game to the Ladbrokes mobile gambling service.

Identical to the online version, London-based Mfuse stated that it also plans to roll the game out to other operators with both a free-play and play-for-cash mode.

Mfuse has additionally launched the second On Handset Registration (OHR) solution for Ladbrokes that will work across both Java and WAP allowing users to register through the handset without needing to go online. Ladbrokes had earlier tasked Mfuse to update the bookmaker's WAP offering to bring it in line with its richer Java application. The innovation means that Ladbrokes can acquire customers through marketing in the press, at sporting events and even at shops via an SMS short-code or by simply directing customers to the WAP portal.

Ladbrokes re-launched its mobile portal last year in a major push to benefit from the relaxation of rules surrounding gambling advertising Britain. The bookmaking giant believes that mobile services will be boosted by television adverts as punters will respond to mobile calls to action while watching televised matches.

"Television advertisements for mobile services will make a big difference," said Carolina Gasparini, Mobile Product Developer for Ladbrokes.

"The chances of people going to their computer to log on aren't as good as getting them to respond to an SMS."

Mfuse, which works on mobile services for Blue Square, Mecca, Paddy Power, Sporting Bet and Victor Chandler, agreed that television adverts offer the opportunity to reach a wider audience.

"Previously our clients couldn't advertise their mobile services," said Rick Brownlow, Director of Product Development at Mfuse.

"The best medium to be on would be television. Now they have mass market access."

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