GiG rolls out new pay and play service with Guts

Gaming Innovation Group (GiG) has launched a new offering as part of its Guts.com brand as it seeks to appeal to a wider range of consumers across European markets.

GutsXpress will run as a sub-brand of Guts.com and offer users the opportunity to play online casino games without features such as promotions and bonuses.

The new service will only be accessible for customers in Finland, Germany and Sweden. 

“It’s a no frills version of Guts.com, where games are king, no promotions or bonuses,” Guts managing director Regan Hobbs explained. “This is for customers whose motivation is to play beautifully crafted casino games, just straight up game play.

“For those customers who prefer the full spectrum site and the benefits and UX it offers, Guts.com is for them.”

The move represents GiG’s second pay and play launch this year, following the roll out of a similar service with in-house brand Thrills in November.

Guts is one of the company’s longest-running brands, having launched alongside Betspin on the GiG Core platform in 2015. It offers gaming content from a range of developers including Nolimit City, which GiG extended a deal with in May.

Guts, along with GiG’s other consumer-facing, in-house brands are playing a major role in boosting the company’s financial performance. B2C operations were the main source of income in the third quarter, responsible for €24.4m (£22m/$27.7m) of total revenue (€37.3m).

This performance came after CEO Robin Reed demanded improvements from the B2C division after it saw a dip in revenue and earnings in the second quarter of the year. Reed took over as acting CMO to improve operations within the B2B arm at GiG.