Irish bookmaker Paddy Power is pulling the plug on it In-Play real-money social wagering product from Facebook.
The decision was made due to a lack of player interest in the product, which was heavily marketed.
Launched in August 2013 as a sports-betting app, the game never caught on and was reworked and re-launched in May. The re-launch had some initial success during the FIFA World Cup, but then interest reportedly fell off substantially.
The closing is seen as the latest failure to convert social gamers into real-money gamblers after similar betting products from 888 Holdings and Gamesys have flopped on Facebook.
In some other news, Paddy Power also announced that Andy McCue will become the new CEO of the company, along with three other appointments for senior management.
Peter O’Donovan has been named as the company’s new chief product officer. Johnny Hartnett has been appointed as managing director of Paddy Power’s online business and Christian Woolfenden will be the company’s new managing director of its UK and Ireland retail business.
“These appointments reflect a strategic emphasis on customer and product,” McCue said in a press release. “I am delighted to be filling these positions with high-caliber individuals with a proven track record of success in the group.”
