Paddy Power will look to follow its success in mobile gaming by establishing a market-leading position in social channels, with the Irish operator set to beta-launch its real-money sports betting offering on the Facebook platform this week.

Following publication of the operator’s first half results this morning, Paddy Power chief executive Patrick Kennedy said the company would look to leverage its strong presence on the social network to drive growth in the new product, claiming that “every male over the age of 18 in the United Kingdom is connected to a Paddy Power fan on Facebook.”

Kennedy explained that the company’s 1m Facebook fans was more than double its nearest competitors...

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