Gaming Innovation Group’s sportsbook has gone live with the company’s in-house online gambling brand Guts, news emerged on Thursday. The move came as part of GiG’s strategy to reposition Guts as a “sportsbook first” brand.
Guts is one of GiG’s best performing B2C operations. The online gambling brand holds licenses from the UK Gambling Commission, the Malta Gaming, and Spelinspektionen, which it obtained late last year to secure entry in the newly regulated Swedish market.
In a press release announcing that GiG’s sportsbook is now live with Guts, the gambling technology company said that new and existing customers are now able to experience “a radically improved UI/UX, fast navigation and importantly, a mobile focused platform.”
The launch of GiG’s sportsbook on Guts came as part of the parent company’s B2C strategy to further improve its two best performing brands – Guts and Rizk. Guts will be repositioned as a sports betting-focused brand, while Rizk will be promoted as a casino-focused operation. GiG has also explained that expansion across new markets and growth in existing ones would be instrumental for delivering its updated B2C strategy.
Improving Its Sportsbook
GiG also plans to further extend its foothold in the sports betting market by further developing and loading its sportsbook with new features. The company has revealed that adding “innovative trading tools, data driven odds together with a full retail and online solution” are among their key priorities.
GiG expects to reach break-even point in the sports betting vertical by the first half of 2020. The company said it intends to achieve this by strengthening its sportsbook by growing its Guts brand, by improving its sports betting solution, and through a focused marketing approach.
GiG’s sportsbook first went live in June 2018 with the company’s Rizk brand. Over the past year, the sportsbook has also been implemented by 11.lv, a brand belonging to MRG’s portfolio of online gambling operations, and most recently by Metal Casino.
Metal Casino first went live with GiG’s Core platform in August 2017. Last year, the brand moved to expand its presence across the sports betting sector and inked a supply deal with GiG for the technology company’s sportsbook. The online casino went live with the sports betting solution across UK Gambling Commission and Malta Gaming Authority jurisdictions earlier this month.
Last year, GiG also signed a deal with Hard Rock International to power an in-person and digital sportsbook solution for the company’s Hard Rock Hotel & Casino Atlantic City property. The casino resort opened doors in June 2018, but it was only early this year that it went live with online sports betting.
While the casino tagged behind other Atlantic City properties in launching sports betting, it was able to debut its operation ahead of the Super Bowl, the biggest sporting event in the US.
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