It is now possible for the player to register to use Probability's casino using their Facebook credentials, instead of just having a corporate page on Facebook’s site like most of its rivals do.
Numis analyst Ivor Jones commented: “This simplicity has been a significant factor behind the rapid growth of many social games within Facebook.”
As well as a successful TV advertising trial recently, Jones points to the thriving B2B business as another profit driver, with potential for “upside surprise”.
William Hill (LON:WMH) has recently launched Probability’s games on its platform, adding to existing client Paddy Power (LON:PAP). Ladbrokes (LON:LAD) is expected to follow suit shortly, says Jones.
All three betting companies have been reporting strong growth in mobile casino revenue, which suggests material upside to Probability's B2B forecasts.
“It is increasingly apparent that the digital economy is turning mobile. Probability is in the sweet spot of that transition,” added Jones, who believes the company is in the early stages of what it calls “a revenue J-curve”.
As a result, the analyst has a ‘buy’ rating with a target price of 150 pence, more than double the current market price of 74.5 pence.