Metric Gaming has partnered with BetZone to launch a sports betting product in the UK.
For this deal, BetZone will rely on Metric's proprietary horse racing products and platform to create customizable sports betting products.
The two companies first collaborated last summer and expressed their intention to initiate this project.
Shortly thereafter, Metric Gaming signed an agreement with BetComply to ensure its products in the UK and the Netherlands comply with all regional regulations.
Speaking of the ever-changing laws in the UK, the Gambling Commission recently changed the types of promotions operators can offer to new players, as well as the maximum betting limits that can be imposed.
BetZone's Chief Operating Officer Adam Joseph stated: "In such a particularly crowded market in the UK, partnering with Metric allows us to build a unique proposition that we believe will resonate with our target market and existing customers."
It is worth noting that last year, Metric deployed a sports betting product developed in collaboration with Bragg Gaming and Betnation in the Netherlands.
Furthermore, in 2024, Metric Gaming will become a member of the International Betting Integrity Association (IBIA), joining over 150 other companies.
Metric Gaming's CEO Keith Hayes stated: "We are honored to have BetZone's trust to support their sports betting in the UK.
"Another perfect launch, promising early data and a smooth, lightning-fast website, with even more upgrades to come.
"We are particularly excited to launch our in-house horse racing product and to be able to introduce it in the local market."
