Addison Global launches UK-facing sportsbook
Gibraltar operator unveils first view of MoPlay brand
Addison Global, the Gibraltar-based business headed by Juergen Reutter, has opened its UK-facing sportsbook and casino with a soft-launch on mobile web, EGR can reveal.
The Moplay.co.uk site went live earlier this week in partnership with SBtech.
“The MoPlay brand name was chosen from a number of options we had trademarked,” Reutter told EGR. “It is a truly unique, mobile-first brand and one that will resonate strongly with a millennial audience.”
MoPlay is the first brand launched by the Gibraltar business since it was established last year, pledging to offer a differentiated and entertaining online sports betting and casino experience.
“We are open for business, but this is very much a soft launch, and we will hold back certain product features for now,” added Reutter.
“We are not attempting to break through the World Cup noise. Instead our marketing approach will focus on the new football season in August, to coincide with some significant sponsorship activity and the release of our app. So watch this space!”
Addison Global’s exec team currently includes CEO Juergen Reutter, William Hill’s former chief experience officer, as well as chief strategy officer Nyreen Llamas, previously a partner at Hassans International Law Firm, and COO Patrick Jay.