Paddy Power to Launch Embedded iPad Games in Realistic Games Partnership

Paddy Powers’ new sportsbook iPad application will feature embedded blackjack and roulette games as part of a new collaboration with gaming content supplier Realistic Games.

In what the companies claim is a first for the industry, the product will allow application users to readily switch between their betting slip and table games, without the trouble of needing to transfer money or exit the sportsbook. The irish bookmakers mainly draw customers wishing to bet on sports in Britain, and the move looks increase their customer base.

The new Paddy Power application can be downloaded to the iPad from the Apple App Store.

A long time coming

Andy Harris, commercial director of Realistic Games, said: “We’ve felt for a while that embedding games in iPad sportsbooks, and blackjack and roulette in particular because of their resonance with sports customers, was an idea with great potential."

“We knew that some of those customers are not always keen to migrate between betting and gaming sites and are often put off by having to move their money to other wallets. This solution negates both issues."

Harris added: “The team at Paddy Power shared our enthusiasm about the idea so we created a prototype and agreed to push hard with the development.” The app will no doubt help Paddy Power taking a firmer grip on the mobile betting market which continues to gain momentum in the UK.