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Paddy Power Moves on Mobile with Vegas App

Paddy Power is going after the mobile market market in a big way with the release of their new Vegas-themed gaming app. Vegas is geared specifically towards iOS-powered devices and is available to UK and Irish players.
The 15 casino games in the new app are designed with a playful and irreverent tone that, no coincidentally, plays into Paddy Power’s bigger picture branding efforts. Ireland’s largest independent bookmaker is working very hard to position themselves as the class clown of the gambling world.
In an interview with EGR, Paddy Power Marketing Manager Ian McCleod described PP’s synergistic goals when designing the app:

Paddy Power is the brand of entertainment and of fun and mischief, while Vegas is the capital of entertainment– outlandish and garish.

Of course having a Vegas-branded app that’s aimed squarely at the high income iPad/iPhone demographic won’t hurt PP’s efforts at gaining a toehold in the American market.
In mid 2012, the company began the process of securing a Nevada Gaming License, and is widely expected to jump into the legal online gambling market there at some point.
What to do you think of Paddy Power’s moves towards the mobile markets? share your thoughts in the comments section below.