British online casino and sportsbetting solutions innovator, SBTech, has announced the signing of a deal thatnwill see its Chameleon360 iGaming platform power the new mobile-first MoPlay.co.uk virtual sportsbook from operator, Addison Global Limited.

ThevLondon-headquartered brand used an official press release to state that its Chameleon360 innovation is set to enable MoPlay.co.uk to present players with ‘a differentiating front-end’ that should see the United Kingdom-licensed domain become ‘a truly unique brand within the sector.’

“We are delighted to have partnered with Addison Global [Limited] and look forward to helping this highly experienced and ambitious management team build a truly unique and original mobile-only sports and gaming brand based off SBTech’s next-generation application programming interfaces,” read a statement from Richard Carter, Chief Executive Officer for SBTech.

For its part, Gibraltar-based, Addison Global Limited, declared that MoPlay.co.uk is sure to ‘resonate strongly with a millennial audience’ as the service pushes the boundaries of what is normally expected of a mobile online sportsbetting site.

Juergen Reutter, Chief Executive Officer for Addison Global Limited, proclaimed that he is ‘delighted’ to have partnered with SBTech before revealing that MoPlay.co.uk has already ‘soft launched’ and ‘is open for business.’ However, he detailed that the new domain will not be attempting to ‘break through the World Cup noise’ but is to instead focus all of its marketing endeavors towards the United Kingdom’s upcoming domestic football season, which gets underway from early-August, and the subsequent launch of its ‘MoPlay app.’

“Meanwhile, we’ll continue to work closely with SB Tech to bolster our product offering,” read a statement from Reutter.