Metric Gaming has officially marked its entry into the competitive UK sports betting market by powering BetZone’s latest sportsbook offering. The sportsbook, now fully operational, gives players access to popular betting markets, including football, tennis, and notably, horseracing.
With a strong emphasis on horseracing, BetZone’s sportsbook will feature Metric Gaming’s proprietary racing product. This marks the first instance the technology has been made available to bettors, showcasing Metric Gaming’s strategic push into specialized sports offerings.
BetZone Targets UK Sports Betting Sector
First announced last July, the collaboration between Metric Gaming and BetZone has been in development for several months, culminating in this spring’s successful launch. Metric Gaming’s technology is complemented by GiG Software’s X-Suite solution, which BetZone integrated last month to bolster its overall online betting experience. 
Adam Joseph, Chief Operations Officer at BetZone, emphasized the company’s ambition to disrupt the established UK betting landscape. He described the UK as “a particularly crowded market” but asserted strong confidence that BetZone’s unique sportsbook proposition would resonate effectively with both current and new punters.
“In a particularly crowded market such as the UK, working with Metric has enabled us to build a unique proposition,” Joseph said. “We are confident that this will resonate with our target market, and existing customers.”
Metric Gaming’s UK Ambitions
Keith Hayes, CEO of Metric Gaming, expressed optimism about the partnership, underscoring the flawless execution of BetZone’s launch and early positive engagement metrics. Hayes particularly highlighted Metric’s excitement over debuting its proprietary horse racing product in the UK market, describing the new sportsbook as “sleek, lightning-fast” with further enhancements planned.
“We’re proud to have been trusted by BetZone to power their UK sportsbook,” Hayes remarked. “Another flawless launch, promising early numbers and a sleek, lightning-fast site with even more upgrades on the way. We’re especially excited to debut our in-house horse racing product and to be able to do it in our home market.”
This latest UK entry comes on the heels of Metric Gaming’s recent expansion into the Dutch market, where it partnered with Betnation to launch a sportsbook tailored for Dutch bettors.
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