Metric Gaming partners Lacerta for B2B sportsbook venture

The Metric-Lacerta partnership will aim to bring together skills in technology development and deployment, advanced customer analytics and automated pricing systems to “set a new standard” in online sportsbooks managed services. 

Lacerta was founded as a standalone entity by a team from London-based sports betting consultancy Starlizard, with expertise in sportsbook operations, technology and analytics.

Metric Gaming also specialises in sportsbook technology and holds licences in New Jersey, Colorado, Pennsylvania and Michigan 

“The powerful combination of our technology and Lacerta’s pricing and analytical excellence is a compelling alternative for those operators looking to build or buy their own sportsbook platform.” Metric Gaming chief executive Keith Hayes said.  

“As a Vegas-headquartered company, we are particularly excited at the opportunity this creates for us to better serve the North American market.” 

Lacerta Sports founder and chief executive Steve Edery added: “The companies share a vision of how the sports betting market should operate, by combining Metric’s advanced sportsbook platform with our best-in-class pricing and analytical capabilities we believe we can reshape the online sports betting market.”