Metric Gaming have launched a new UK sportsbook in partnership with BetZone

Metric Gaming, a technology provider, have launched a new sportsbook in the UK via a new partnership with betting platform, BetZone. 

The new product is said to focus primarily on horse racing and follows the collaboration between the two companies, which was confirmed in July of last year. 

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Metric Gaming, which provides sports betting platforms and technologies to operators within the industry, already have two operators live in the Netherlands. 

Both of these were launched in May and July of last year in collaboration with BetNation and ComeOn! Casino.  

Metric CEO Keith Hayes has expressed his optimism for the launch of the new racing-first product with BetZone. 

He said: “We’re proud to have been trusted by BetZone to power their UK sportsbook.

“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.”

Despite the company’s headquarters being based in London, this new initiative will be their first operator within the UK market.

Metric are renowned for their innovative and customisable technologies throughout the industry and are yet to experience a single major outage with their two operators within the Dutch betting market. 

The company’s in-house racing product was launched in collaboration with RacebookHQ (RBHQ) and provides around-the-clock coverage of horse and greyhound racing events.

Metric are also lauded for their user-friendly interface which provides a seamless betting experience for players. 

Along with the introduction of modern betting features such as ‘build-a-bet’ and same-race multiples, the new sportsbook will only enhance the horse racing betting experience for UK players. 

Meanwhile, BetZone ventured into the online betting space in 2021 and already offer a wide array of markets across multiple sports, including football and horse racing. 

Metric Gaming also recently partnered with Racing and Sports to enhance their horse racing and greyhound racing offerings.

Company COO Adam Joseph is confident the new sportsbook will resonate with punters who have a keen eye for horse racing. 

He said: “In a particularly crowded market such as the UK, working with Metric has enabled us to build a unique proposition that we’re confident will resonate with our target market, and existing customers.”

Following the announcement of the companies partnership last summer, Metric penned a deal with regulatory consultant company BetComply to ensure each of its operators comply with all regional regulations. 

This follows the UK Gambling Commission (UKGC) recently banning mixed promotions, which will prevent bookies from encouraging players to gamble across multiple markets, such as sports betting and casino games. 

The Commission has also enforced a cap on wagering requirements. Both of these new rules will come into effect on 19 December of this year, as per the UKGC’s latest White Paper.