Fast-growing social games are free-to-use web-based games played against other users, often tied to established platforms such as social media site Facebook.
Top Eleven is a game run by Serbian start-up Nordeus that allows players to manage virtual soccer teams, charging for tokens that improve the basic game play. It has six million users and is the most played online sports game in the world, according to Nordeus.
Bwin said it would initially develop a social sports betting application with Nordeus.
Online gaming firms like Bwin are keen to move into the burgeoning social gaming sector, building on their presence in sports betting and diversifying from their core poker and casino products. Last month, Bwin signed a deal with Manchester United that allows it to use the soccer club’s international appeal to expand into social gaming.