Online game show pioneer Amuso has formed a strategic alliance with online gaming network operator Cashball Ltd. and Swedish gaming technology provider NYX Interactive AB.

The three have joined forces to create a new trivia gaming network for UK residents, based on the NYX account. The network will also feature an integrated bingo and casino suite, plus major TV quiz show formats to widen the appeal of online cash gaming and attract new players. Several deals have been signed or are in advanced stages with major TV production companies.

Amuso already has a strong market share in the U.K., operating standalone cash trivia platforms on a number of media and social networking partner sites, including MySpace, Bebo, WAYN, MTV, as well as Associated Newspapers' Metro and This Is properties, with a combined reach of over 15 million users.

For full service gaming operator Cashball Ltd., the deal will see the launch of the first Cashball-branded U.K. bingo network alongside its existing Spanish and Scandinavian networks.

Swedish gaming technology provider NYX Interactive has the opportunity to break into the U.K. market with a differentiated offering and also use that as a potential springboard for further expansion across Europe.

Steve Cook, director of sales and marketing at NYX Interactive, said, "The tie up between the three companies is very significant because, in partnership, Amuso and NYX can deliver a strong portfolio of games and gaming products, while Cashball Ltd. will provide the operations and support. There is a unique fit between bingo and entertaining quiz games and NYX is pleased to offer Amuso's branded games to our existing customers, while Amuso will offer our bingo."

Barak Rabinowitz, CEO and co-founder of Amuso, said, "We are thrilled to partner with NYX and Cashball Ltd. to bring a fresh and compelling offering to the market. The NYX platform will enable us to lead the market for trivia gaming in the UK and beyond."

Carl Ståhle, head of international operation at Cashball Ltd., said, "The combination of trivia, bingo and casino fits our target group perfectly, and the variation of the entertainment will encourage people to spend more time playing. We look forward to adding the Amuso Trivia as part of our full service offering."

The Cashball-branded bingo network will go live in the U.K. during Q1 2010 and be syndicated to existing and new media partners.

By Staff