Paddy Power is launching a new mobile casino business targeting the rapidly growing iPad and iPhone market today.
Roller will be a separate brand built around the only real-money casino app designed exclusively for Apple’s premium touchscreen devices. The Roller app is available to download for free from today in Apple’s App Store and is aimed at an untapped segment of the UK’s online casino industry where revenues are estimated to be upwards of £500m in 2012. Nick Abrahams, managing director of Roller, said: “There’s an estimated nine million iPad and iPhone users in the UK and this market is set to grow. Yet until now there has been no actual real money casino app available that makes use of the potential of these devices. “Customers like apps – they offer a more seamless experience, which is why they’ve become a part of everyday life. The apps customers told us they enjoy the most are the ones that make best use of the device’s unique capabilities to give a better experience. That’s what Roller is all about – delivering a better, real-money mobile casino experience.” Roller was developed in conjunction with Viaden Gaming, experts in app design for Apple’s devices. It features 19 casino games, including roulette, blackjack and slots, and the games make use of the interactive nature of the device, such as touchscreen ‘spin the wheel’ functionality for roulette and an interactive slot bonus round that uses the accelerometer in the device to provide ‘tilt’ functionality. Being specifically designed for iPhone and iPad means the app also features high quality graphics and full integration of the player’s music library to provide a better user experience on mobile or tablet than has previously been possible.
