O2 will join the world of mobile gambling by offering a service that allows users to compare online odds. The operator has formed an alliance with Cellectivity, a technology firm, which will provide the WAP and SMS services needed to access the online odds.
The companies that are expected to participate include Blue Square, Paddy Power and Ladbrokes. The service has been launched with betting over Big Brother 3 contestants in mind but O2 is expected to broaden the service to include matches in the 2002-03 football season.
Other companies that have also been attracted by online gambling include Orange, MSN, BT Openworld and Yahoo! It has been a successful money-spinner for interactive TV and mobile gambling should prove to be equally as popular.