by Renee Israel
Betfred.com, the world's largest independent bookmaker has signed
what has been described as a "groundbreaking deal" with the mobile agency,
Under the terms of the deal, Betfred.com will deliver gaming and
betting services to InfoMedia who holds exclusive deals with top UK operators
such as T-Mobile and Orange brands.
The deal will see Betfred odds inserted across InfoMedia services
to incorporate major sporting events, and offer mobile users promotions, bonuses
The InfoMedia and Betfred services will allow sports betting,
bingo, casino and gaming on a number of mobile devices, including iPhones,
Androids, Windows and BlackBerries.
The Betfred Twitter feed will see the promotion of social media
activity across many top sports, including rugby, cricket and boxing.
Mobile users will be provided with promotional information,
exclusive competitions and news about upcoming promotions. In addition, they'll
be given information about TV and celebrity betting options.
InfoMedia Comments on New Betfred Deal
The Chief Executive Officer of InfoMedia, Michael Tomlins said:
"Given the sports and editorial pedigree we have developed, adding the betting
facilities under a strong brand like Betfred makes solid commercial sense."
Tomlins said that InfoMedia would not only handle the customer
facing issues such as SMS communication and inserting the odds for sports events
or news stories, but the group would also provide the back end customer
"This is typical of the kind of proactive, fully integrated deal we
are now brokering, adding tangible, incremental value to carriers, media
companies and added value service providers alike," he said. "We have a strong
track record in delivering the technical integrations these services require,
and a reputation with leading sports and editorial content brands and the mobile
Betfred Calls New Deal "Groundbreaking"
Betfred.com, with its retail estate of nearly 1,400 shops,
commented on the new deal signed with InfoMedia.
"This is a groundbreaking deal for the mobile industry and a
very exciting evolution for Betfred.com," said the group's Managing Director,
Chris Sheffield about Betfred's links to InfoMedia. "More customers will
be able to access and enjoy our betting platform."
Sheffield said that Betfred prides itself on giving the best
value and unique bonuses to customers, which will now be available to the
millions of customers available via InfoMedia's approved operator channels.
InfoMedia, a privately owned group, delivers services to top UK
brands such as Virgin Media, Tesco and Manchester United football club.