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Mobenga provides multi-channel mobile sports betting software to some of the biggest online gaming operators in the world. The company was founded as in independent entity in 2005, but was later acquired by Playtech for a cool (estimated) €23.8 million in 2011. Mobenga is widely recognised as one of the industry's most dynamic and innovative software producers, and its products have won several awards in recent years.
Mobenga's sophisticated mobile betting platform is excellent and the desire to acquire rights to this software was a key driver behind Playtech's massive takeover bid. The platform is 'backend agnostic', which means that it can be integrated with other providers' software and used to offer sports betting ('sportsbook') services across many different devices. Although Mobenga has moved away from being a mobile-focused company, the firm still has a great deal of experience and expertise in this area, so it's no surprise that the platform works well on both Android and iOS.
One of Mobenga's largest projects in recent years was the development of a new mobile sportsbook for Ladbrokes Sports, one of the largest operators on the UK betting scene. Mobenga's final product included features such as live streaming and push notifications for the delivery of special offers to customers' smartphones.
The new sportsbook has been a big success for Ladbrokes, and Mobenga's software has helped to boost mobile betting revenue significantly – staking went up 110% and active users rose 62% by the end of 2014. In summer 2015, Ladbrokes took its relationship with Mobenga a step further by running a new consolidated site via the company's platform. This decision speaks volumes about the quality of Mobenga's offering – in a first for the market, Ladbrokes effectively abandoned most of its own 'front-end' in favour of software made by an external designer.
Ladbrokes is just one of the major betting firms that have dealt with Mobenga since 2005. The surging company has also partnered with Paddy Power Sports and Coral Sports, indicating that its platform has a very broad appeal indeed. Large gambling operators are sharks in an ocean of minnows, and command so much buying power that they can effectively switch software providers whenever they like – that these industry giants choose Mobenga suggests that its software is extremely user-friendly.
Mobenga's products go through extensive user experience tests, and the company even lists 'usability testing' experience as an essential requirement in its job adverts. While end users won't always be aware that they're playing Mobenga-powered products, anyone who has used Paddy Power Mobile or Ladbrokes Mobile has interacted with the outfit's code: given the popularity of these platforms, it seems reasonable to conclude that Mobenga scores highly on player usability too.
B2B customers will be pleased to learn that Mobenga operates a dedicated portal for all its clients – registration to this service takes only a couple of minutes, and gives software users access to a range of support services that are hidden to outsiders. Mobenga also has specialist in-house team members who are tasked with providing live client support, indicating that the firm commits a considerable proportion of its resources to building customer relationships. These individuals are also tasked with producing development timelines in collaboration with client representatives, so it seems highly unlikely that clients will be left in the dark when awaiting completion of a new project.
As in relation to usability, it's worth recalling the list of companies that Mobenga works with when evaluating the firm's client support. Large gambling operators like Coral demand a high level of customer service in exchange for the financing and brand recognition that their partnerships offer to small companies.
Though the Swedish company's products are surely of excellent quality, none the big boys would hang around for long if they weren't getting the treatment they expect. The online mobile gaming market is crammed with hungry newcomers who could take Mobenga's place in an instant, so there's little doubt that the firm doubles up on its efforts to keep operators happy.
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