The iGaming solutions provider Gaming Innovation Group (GIG) officially revealed that it was issued a sports betting licence by the UK Gambling Commission (UKGC). This type of licence will provide GIG with the chance to hold operator brands, third-party operator customers and white label partners of its subsidiary business-to-business provider iGaming Cloud in order to offer its high-quality sports betting solutions in the UK, which is currently considered as the largest online gaming market on the territory of Europe.
The Chief Executive Officer of GIG Robin Reed commented on the newly-issued sports betting licence, describing it as a “great achievement” for the company. He also predicted that the licence issued to Gaming Innovation Group by the UKGC would have beneficial effect on both the internal business-to-consumer brands of the company and its white label customers who would finally be able to offer their sports betting services to end-consumers.
According to Mr. Reed, the fact that Gaming Innovation Group is to enter the UK sports betting market came as a clear statement of its intentions. He also described the regulated market of the UK as one of the most competitive markets for this kind of gambling activity on a global scale, so entering it was a proof of the serious intentions of the company withing sports betting and its regulated market strategy as a whole.
As revealed in the company’s press release, Guts.com and SuperLenny.com will be the first Gaming Innovation Group’s brands to launch the company’s sportsbook products and offering in the UK. The announcement comes only a few weeks after GIG’s operator client Wetten.com managed to successfully launch a stand-alone sportsbook in Germany.
Until now, both Great Britain and the business-to-business users had been allowed to reach only the casino products of Gaming Innovation Group and its operator brands. The company has already been successfully offering its vast and qualitative casino solutions on the territory of the UK for a few years now, but for some time it has been focused on expanding its reach in the iGaming sector.
Thanks to the newly-issued licence, they would now be able to access the full range of sports betting services of the company, as well as the eventual new additions of sports products under future development. This makes the addition of its sportsbook product to the regulated market of the UK a milestone in the company’s development.
- Author
Olivia Cole
