Probability Plc develops and operates gambling services for mobile phone users. Its business-to-business (B2B) white label solutions include Probability Managed solution, which creates branded mobile casinos on behalf of external partners who want to be active in the mobile cash gaming space, as well as manages various customers from the partner casino and takes regulatory responsibility, including payments, customer services, fraud control, and customer retention; and Partner Managed solution that provides access to the company’s games portfolio, research and development, bespoke game development, player insight, plus gaming, and gambling industry knowledge. The company offers its B2B white label solutions to media owners, app developers, broadcasters, marketing agencies, mobile network operators, and gambling operators. Its direct-to-consumer business provides avid players with gambling games available on mobile and tablet devices. The company’s direct-to-consumer services include LadyLucks, a mobile casino that provides mobile slots, and casino and bingo games; Moobile Games, a place to play mobile slots games; Elite Mobile Casino, a mobile casino to play blackjack, roulette, and other games; Touch my Bingo, a mobile bingo site; Probability Affiliates, a performance-based marketing program that recruits, manages, and enables affiliate partners to promote the company’s B2C brands and acquire new players; and CRM, a professional, multi-channel CRM service. It also develops and provides software for the mobile gambling market. Probability Plc operates primarily in Gibraltar, the United Kingdom, Switzerland, and Italy. The company was founded in 2003 and is headquartered in London, the United Kingdom. As of May 2, 2014, Probability Plc operates as a subsidiary of GTECH UK Interactive Limited.