SBC News Voice of the Sports Betting Industry
Metric Gaming has launched its sportsbook in the UK for the first time, complete with a new racing-focused product, in partnership with BetZone.
The brand makes its official UK debut, where horse racing remains a popular betting sport despite some hurdles in recent years, shortly after the roll-out of two sportsbooks in the Netherlands in mid-2024.
Adam Joseph, Chief Operations Officer at BetZone, commented: “In a particularly crowded market such as the UK, working with Metric has enabled us to build a unique proposition that we’re confident will resonate with our target market, and existing customers”
BetZone will utilise Metric’s platform to support its online sports betting operations in the UK, one of Europe’s oldest but also most saturated markets, and one which is also undergoing significant regulatory changes.
BetZone finds itself going up against stiff competition in the UK, going up against the likes of bet365, William Hill, Ladbrokes, Coral, Betfred and others. The firm hopes that Metric’s sportsbook support will help it carve out more market share in this challenging environment.
“We’re proud to have been trusted by BetZone to power their UK sportsbook,” added Keith Hayes, CEO of Metric Gaming.
“Another flawless launch, promising early numbers and a sleek, lightning-fast site with even more upgrades on the way. We’re especially excited to debut our in-house horse racing product and to be able to do it in our home market.”
The launch comes just under a year after Metric and BetZone first partnered up with the long-term goal of taking the product live in the UK.
Hayes said at the time: “Of course we’re excited to enter our home market, but particularly as we will showcase our first proprietary product, Racing. With a soccer product in the works too, this is another important step to finally unlocking the power of this incredible platform we’ve built.”
In line with its UK expansion plans, it was just last week that the provider partnered with Racing and Sports (R&S) to improve its horse and greyhound racing offering. The company will now utilise R&S’ racing product to enhance its offering in the UK and Ireland.
