GiG repositions Guts brand with sportsbook integration
Guts selected for sportsbook migration as part of Malta-based supplier’s new core brands strategy
Gaming Innovation Group (GiG) has launched its new sportsbook platform on its Guts.com site, as part of a plan to reposition the brand as a sportsbook-first operator.
GiG announced in Q1 2019 that it would concentrate B2C efforts on two of its leading brands, with Guts the sportsbook brand, and Rizk.com as the online casino brand.
GiG CEO Robin Reed said in Q1: “The focus going forward will be on further developing the casino part of the Rizk brand and enhancing the sports betting experiences of the Guts brand.”
GiG CEO Robin Reed
In Q1, Rizk represented 71% of GiG’s total B2C revenues.
According to GiG, new and existing Guts users will experience a “radically improved UI/UX, faster navigation and a new mobile-focused platform”.
GiG said it expects to break even in its sports betting vertical by 2020 after prioritising the development of trading tools and data-driven odds on the new platform.
The new sportsbook platform first went live on Rizk back in June 2018 and has since been sold as a B2B product to brands including Metal Casino and Hard Rock International.