3 strikes plum deal with Ladbrokes Balls!

Ladbrokes has teamed up with video mobile operator 3 to launch what it claims is the UK's first video mobile betting service.

The deal will see the bookmaker offer a mobile version of its Ladbrokes Balls! numbers draw.

The game is based on six balls drawn from a total of 48 every minute of every day, with gambling available on any one of 37 bet types.

Bob Fuller, chief executive at 3, said in a statement: "Ladbrokes Balls! on 3 is yet another first for the UK's leading 3G network. We are setting the agenda for 3G and are constantly challenging the UK marketplace."

Ladbrokes e-gaming commercial director David Briggs added: "Ladbrokes Balls! is a game that lends itself well to the immediacy of video mobile. It is already the most popular game on ladbrokes.com and we expect the service to be equally as popular on 3's video mobiles."

Eligible customers over 18 years of age will be able to access the service on their video mobiles using their Ladbrokes log-in details.

The games available to play include 'Pick your own numbers', 'Colour balls', where customers pick a colour and predict how many balls (if any) of that colour will appear, and 'Total balls', where punters predict the total value of the balls.