Gamesys to launch Bethotshot with Metric Gaming

UK igaming operator Gamesys is set to launch its sports betting offering this week in partnership with betting platform specialist Metric Gaming.

The UK launch is set to coincide with the start of Euro 2016 on Friday under the brand bethotshot.com, which will act as a beta brand that will allow Gamesys to familiarise itself with betting operations and determine best practice.

It will then launch a betting site linked to the Virgin brand, likely to be Virginbet.com, to capitalise on the brand name and align it with Virgin Games, which it acquired for an undisclosed amount in 2013.

Gamesys developed its new betting site with start-up betting platform supplier Metric Gaming, but it usually favours in-house development.

The likelihood is that the relationship between the two firms will lead to Gamesys taking a controlling stake in Metric Gaming or acquiring it.

Gamesys is launching in the highly competitive UK sports betting market but is confident its gaming expertise, complete focus on the mobile experience will differentiate its sportsbook offering from the rest. 

The move represents Gamesys’ first steps into the betting vertical following the acquisition of its leading brands by Intertain.