Canadian marketing firm 37Entertainment (37E) is reported to have filed an arbitration claim with the International Chamber of Commerce (ICC) against London AIM listed operator GVC Holdings (GVC) for misrepresentation of business through the reneging of services on a partnership deal.
The marketing firm is seeking a multi-million damages relating to a 50/50 partnership formed with GVC for igaming provisions targeting the Canadian online gambling market.
The filed claim states that GVC failed to deliver promised services for the launching of two Canadian gambling white labels targeting Quebec and English speaking regions.
37E’s claim has been allowed to progress from the Quebec Superior Court to London’s ICC. The chamber will now hear the motion of whether GVC failed to deliver services for 37E enterprise operations.
37E had first made light of its claims in August, claiming that GVC had purposely ditched its operations in order to concentrate on its £1.1 billion takeover of bwin.party Entertainment.
To date GVC governance has claimed that the 37E allegations are without merit, since both parties had not reached a formal agreement to do business. The operator expects the claim to have no effect of its acquisition of bwin.party Entertainment.