GIBRALTAR, June 25, 2012 /PRNewswire/ --

Ground-breaking deal links betting odds to content across major networks

Betfred.com has signed a major deal to deliver integrated gaming and betting services to leading mobile agency InfoMedia, who holds exclusive deals with a number of UK operators including the Orange and T-Mobile brands.

Betfred.com will work with InfoMedia to insert Betfred odds across applicable services to cover all major sports such as football, racing, rugby, tennis and events such as Formula 1. 

The integrated services from InfoMedia and Betfred.com will deliver:

• Sports betting, bingo, gaming and casino mobile services across iPhone, Android, Windows and BlackBerry platforms
• Social media activity with the promotion of the @Betfred Twitter feed across football, F1, rugby, cricket, racing, tennis, snooker, athletics, boxing, golf and Olympics content
• Contextual promotions across relevant editorial features and key traffic areas
• Exclusive competitions and promotions
• Banner inventory and the integration of live odds services through the InfoMedia 247 Sport portal

The services will cover not only sporting fixtures but also television, celebrity and novelty bets.  In addition an interactive football predictor and race-card will be developed, delivering odds, news and predictions to users handsets.

Betfred.com Managing Director Chris Sheffield commented: "This is a ground-breaking deal for the mobile industry and a very exciting evolution for Betfred.com. More customers will be able to access and enjoy our betting platform. We pride ourselves on giving the best value and unique bonuses which will now be available to the millions of customers available via InfoMedia's approved operator channels such as Orange and T-Mobile."

InfoMedia, the mobile services agency, will manage the relationship and their Chief Executive Offer, Michael Tomlins commented: "Given the sports and editorial pedigree we have developed, adding the betting facilities under a strong brand like Betfred makes solid commercial sense.  We will handle not only the customer-facing issues such as SMS communication and inserting the odds for given sports event or news story, but also the back end customer relationship management."

"This is typical of the kind of proactive, fully integrated deal we are now brokering, adding tangible, incremental value to carriers, media companies and value added service providers alike.  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 networks."

About InfoMedia Services

InfoMedia is a full service mobile agency specialising in the deployment of bespoke interactive mobile services for brands and organisations to develop a new communications channel with their customers.  Since 2002 the company's focus on mobile has created a dedicated team with a broad experience in the diverse and ever changing world of mobile entertainment, the mobile internet and mobile marketing. 

Privately owned InfoMedia has always been at the forefront of the mobile industry, delivering services to blue chip organisations such as Tesco, Virgin Media and Manchester United using proprietary technology and platforms.

About Betfred.com

Betfred.com is owned and operated by Petfre (Gibraltar) Limited. Petfre is committed to maintaining the core values and ethos of the Betfred brand. Betfred is the world's biggest independent bookmaker with a retail estate of over 1360 shops. Betfred recently acquired the Tote for £265 million and the company has been awarded an exclusive seven year licence to operate pools betting on UK racecourses. Betfred is owned and operated by Fred Done who started with just one shop in Salford in 1967.

mark.pearson@betfred.com

SOURCE Betfred.com