The UK-facing BetZone sportsbook is now live, operating on technology provided by Metric Gaming. Players are able to wager across a range of sports and events including football, tennis and horse racing.
Metric Gaming said the offering will primarily be racing-first, with a focus on horse racing betting. This will be supported by its in-house racing product, which is being rolled out for the first time.
The new partnership was first revealed in July of last year. Since then, Metric Gaming and BetZone have been working on the new sportsbook ahead of its launch this spring.
BetZone also collaborated with GiG Software for its roll-out in the UK, the operator revealed last month. GiG provided BetZone with its X-Suite technology to support its online offering.
BetZone aims to disrupt “crowded” UK market
Commenting on the launch, BetZone chief operations officer Adam Joseph said the brand is seeking to establish a foothold in the UK. He described the market as “crowded” but added that he is confident the new sportsbook will resonate with 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 CEO Keith Hayes also touted BetZone’s potential in the UK market. In particular, he highlighted the provider’s new horse racing product as a benefit for the brand.
“We’re proud to have been trusted by BetZone to power their UK sportsbook,” Hayes said. “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.”
Incidentally, the roll-out follows other launches of Metric’s sportsbook in the Dutch market. This includes linking up with Betnation to introduce its new sports betting offering to customers in the Netherlands.
