SOURCE: Press Release

bwin, the world's number one online gaming provider, today announces plans to enter into a partnership with Cellectivity - the UK's leading mobile gaming and betting content provider. Cellectivity is to distribute a mobile version of PokerRoom.com: the first live multi-player mobile poker application of its kind, allowing mobile users to pit their poker skills against real online players. Cellectivity's content agreement with 3 and T-Mobile, two of the UK's largest mobile operators will position bwin at the forefront of the fast-growing mobile gaming market.

Discreet, convenient and easy to use, the rise of mobile gaming has coincided with the proliferation of increasingly technologically enabled handsets. This now allows casual gamers on the move to enjoy the thrill and pleasure of gaming, be it on their daily commute, in the pub, or in the comfort of their own homes.

The deal sees the two industry leaders combine their unique brands, customer reach and technological know-how to distribute UK's very first portable poker room application, offering mobile players guaranteed ready access to poker tables anytime, anywhere. The application also features a play-for-fun version that gives players an opportunity to pit their skills against real online players.

The technical proficiency of industry leader Cellectivity will make it possible to integrate all the dynamic functionalities and real life poker action that users have come to expect of bwin's online PokerRoom.com. At the same time, it will provide gamers with an optimized user experience specifically designed for the mobile phone. The application will be distributed on UK portals managed by Cellectivity.

This partnership between bwin and Cellectivity, whose market leadership has helped drive the expansion in next-generation mobile gaming, is expected to give a boost to the global poker boom. "There is a significant and proven market for online poker," explains Marcel Puyk, CEO of Cellectivity. "By working with bwin, we will be able to provide mobile users with access to real online poker tables for the very first time. This is an incredibly exciting development in mobile gaming."