Exclusive: Metal Casino soft-launches GiG-powered sportsbook
Operator steers clear of the Swedish market after increased competition negatively impacted its Q1s
Malta-based Metal Casino soft-launched its sportsbook offering last week in a number of European markets, EGR has learned.
The product is powered by Gaming Innovation Group (GiG) which already provides the casino platform for Metal Casino. The operator first announced the partnership in October last year, pledging to “a new playground to our community”.
“Metal and rock fans enjoy both music and sports, which makes this launch a safe bet within our vertical strategy,” said Clas Dahlén, Metal Casino CMO.
Following the soft roll-out last week, the product is expected to officially launch this week.
Metal Casino MD Kim Larsen said: “This is the first entry into sportsbook for many at the firm so we are taking it slowly.
“I’m extremely happy with how the launch has gone and the product which has been delivered by GiG,” he added.
Metal Casino MD Kim Larsen
Larsen said the sportsbook would not be launched in Sweden, despite it having been a primary market for the operator in Q1.
Larsen recently told EGR the market had become too challenging to compete in since regulation had been imposed in January and had damaged the operator’s Q1 figures.
Last month, the firm hired head of sportsbook Sven Strey from Gaming Innovation Group, in an effort to drive the new vertical.
This month it also hired Svein Skårås as head of CRM and Katie Fraser as head of content.
Skårås joins from Cherry where he was most recently brand development manager, while Fraser has had a number of copywriting roles outside the industry.
Larsen said he was pleased to welcome both to the growing Metal Casino Team.