Probability plc ('the Company')

Agreement with mFuse to expand distribution opportunities

Probability plc, the mobile gambling specialist, has entered into an agreement with Mfuse Ltd, a specialist provider of mobile betting solutions to bookmakers, to integrate Probability's mobile gambling games into the operating systems of Mfuse's blue-chip customer base.

The deal will allow Probability to access Mfuse's client base which includes Betsson, Boyle Sports, Bet365, Centre Bet, Gala Coral Group, Ladbrokes Plc, Skybet, Sporting Index, Victor Chandler, Sportingbet Plc, Stan James, Paddy Power Plc and William Hill Plc. 

This new distribution opportunity will serve to complement Probability's existing consumer and business to business offering and enhance the company's already sizeable reach in mobile gambling. 

Probability has a strong track record of working with other companies and already provides its award winning games to a range of third parties including Rank (BlueSquare, Mecca) and The Sun and the News of the World newspapers in addition to its fast-growing direct-to-consumer offering. 

Probability has also entered into agreements with a number of companies to licence their award winning brands for the development of new games content designed to appeal to mobile gamblers. The most recent agreement to be announced was with Fremantle Media to develop games around the company's properties which include the 'X Factor'. 

Probability Chief Executive Charles Cohen said: 'We are delighted with this deal which will allow us to extend the distribution of our award winning mobile gambling games to meet market demand. Partnering with mFuse will reduce the cost and complexity for their clients who wish to add a broad range of compelling mobile games to their sites, because the NOVO platform facilitates rapid integration, fully in line with regulatory requirements. As well as mobile bingo and slots, mFuse clients will also have access to our very successful range of branded content and our unique head-to-head games, including Poker.'

Marcus Wareham, chief executive of Mfuse commented: 'This is an exciting time for Mfuse. The sports betting market is growing very rapidly and shows no signs of stopping. As a result, we know the appetite is there for mobile gaming products. Opening up our platform allows us to rapidly deploy already successful mobile content to a huge client base. 

For third parties this removes the risk from their entry to the market as we provide them with both a technology and commercial framework to gain access to arguably the biggest network of gamblers in the UK. The partnership with Probability provides us with a strong base from which to start and I'm looking forward to developing many more fruitful relationships going forward.'

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For further information please visit www.probability.co.uk, www.mfuse.com or contact:

Probability plc:

James Moore
JDM Communication
07980 241125

mFuse Ltd:
Marcus Wareham, Chief Executive
Tel: 020 7154 2070

Matt Ridsdale / Simon Compton
Tavistock Communications
Tel: 020 7920 3150

Notes to Editors:

Probability plc (AIM: PBTY) is a leading independent operator of gambling services for mobile phone users. The Company offers consumers over 30 mobile games including Bingo!, slots, Roulette and head-to-head Poker. Probability offers games from a number of well known brands and recently signed a deal with Fremantle Media to develop slot machine games based on some of its leading titles including 'The X Factor' and 'The Price Is Right'. 

Probability markets directly to consumers through the LadyLuck's brand and has formed close commercial partnerships with a number of mobile network operators who provide a distribution channel for the Company through their mobile internet portals. LadyLuck's has over 400,000 UK consumers. Probability Games (Alderney) Ltd. , a wholly owned subsidiary, holds an e-gambling licence from the Alderney Gambling Control Commission and operates all the gambling services. For more information visit www.probability.co.uk

About mFuse Ltd.

Mfuse was incorporated in 2002 to offers its clients a reliable and secure way to play, pay and transact using any mobile device. Specifically, its aim is to enable businesses to deploy mobile transactional services across multiple devices and in multiple territories.

In May 2008, Mfuse announced the closure of a £2.55 million funding round from existing investors Bestport Ventures LLP, who invested a further £850,000 and new investors including Mark Blandford, the founder of Sportingbet Plc, who invested £1.55 million. Following the funding round Mr Blandford joined the Mfuse Board as a non-executive director.