Ladbrokes is to launch a casino that allows people to gamble from their mobile phones.
Games like blackjack and roulette will be playable in real time on mobile phones and other wireless devices, using an application called Gamewire developed by Spin3 and Microgaming.
The software uses a Java interface and offers a selection of six games, including a slot machine with a rollover jackpot updated by the minute.
"The Spin3 system enabled us [last September] to bring one of our most popular online gambling games, Balls!, to users via their mobile phones," said David Briggs, commercial director at Ladbrokes eGaming.
"The fact that Spin3 can take an existing casino game with its numerous followers and fans and adapt it for use on a mobile phone has allowed us to open our business to consumers in new markets."
Players can connect to Ladbrokes via a secure server using SMS or WAP. A four-digit code unlocks the account and play can begin immediately.
Mobile gaming is expected to be one of the biggest growth areas in mobile commerce. A report published in December 2003 by analyst Alexander Resources predicted that the worldwide market will be worth £9bn by 2008.
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