The app will aim to capture market share in the $7.7bn social casino market, with its initial focus on the Bingo category.

Over the 12 months ending Q2 2021, Live Play Bingo’s market grew by 22%, with the Covid-19 pandemic seeing figures increase as the social casino category grew at 28%. As some statistics show, US consumers spend more time using apps on smartphones and tablets than they do watching live TV.

The company has raised $2.4m via a seed round; the company was founded by mobile games executive and online gaming veteran Stuart Lewis-Smith, alongside digital entertainment and gaming executive Geremie Camara. The company’s aim is to create a positive space for millions of people to connect and play mobile games together.

Stuart Lewis-Smith, CEO and Founder, Live Play Mobile, said: "We are building a fresh new category by combining the best of social, live-streaming and linear TV experiences while simultaneously delivering our vision of enriching players' lives with real human interactions in our games.

"Our early traction has proven the model and platform capabilities, which positions us well for additional first-party game production, and enables various other third-party live experiences for our partners."