DMG Media igaming subsidiary Metro Play has been sold to Isle of Mann registered operator 666Bet for an undisclosed fee.
666Bet management will incorporate Metro Play online casino operations and digital assets. It is confirmed that as part of the acquisition deal terms, 666Bet will receive a discounted rate card for advertising on DMG Media verticals, which include the Daily Mail and Metro free newspaper.
666Bet have not made it clear whether they will keep the Metro Play brand active. Metro Play had re-launched and re-branded from MEcasino at the start of 2013, as a mobile focused casino.
Sources close to Metro Play have commented that the DMG Media subsidiary had suffered from growing costs and lack of progression in the UK igaming market. DMG Media senior management no longer saw value in maintaining the Metro Play brand, its staff or its services.
As part of the agreement 666Bet will have to migrate its sports betting platform from its current Novigroup platform on to the EveryMatrix turnkey system.
A DMG Media spokesperson confirmed that management had been in negotiation for the sale of Metro Play to Hexagon Contracts (holding company of 666Bet) for some time.
666Bet confirmed that it would not be keeping any Metro Play staff members in the transfer of the business. Jamie Walters MD of Metro Play and Commercial Director Rory Miller Cheevers have left DMG Media.
Commenting on the deal, 666Bet CEO Barry Martin said: “Metro Play Casino is a really strong brand in the gaming industry and we’re thrilled to have acquired it. We look forward to continuing the development of the casino and creating a quality offering for Mero Play’s existing players, as well as new ones.
“It’s been a very busy summer with the launch of 666Bet ahead of the World Cup and this acquisition gives us a significant footprint in the online casino market.”