Metro Play sold to 666Bet
DMG Media withdraws from gaming industry after selling gaming business to Isle of Man-based 666Bet
Casino operator Metro Play has been sold to Isle of Man-based operator 666Bet for an undisclosed fee, eGaming Review can reveal.
The DMG Media-owned start-up, which was re-launched as Metro Play in May 2013, will be incorporated into 666Bet brand as the ambitious operator continues to pursue an aggressive growth strategy.
Following the deal, which was struck last week, 666Bet is set to transfer its sportsbook across from its current Novigroup white-labelled platform and on to EveryMatrix, which currently powers Metro Play’s casino offering.
It is not yet clear whether 666Bet will keep the Metro Play brand active, however, it understood 666Bet will receive a discounted advertising rate card for DMG newspapers, which include the Metro and the Daily Mail, as part of the deal.
Both 666Bet CEO Barry Martin and Metro Play managing director Jamie Walters were unable to comment on the agreement, although Walters confirmed that he had now left the operator and was in the process of launching a new egaming business called AC Media.
However a spokesperson for DMG this morning told eGR the sale has been completed but would continue to provide support to the business for the next few weeks.
“Metro disposed of its sister company Metro Play Limited to Hexagon Contracts [666Bet holding company] on 28 August 2014,” the spokesperson said.
“All staff affected by the disposal have been consulted. The change is effective immediately but there will be a short period of transition while the changeover takes place. DMG Media will continue to provide IT and business intelligence support to the business for one month,”
Isle of Man-licensed 666Bet launched in a blaze of publicity in June this year, backed by an £8m marketing kitty which saw it launch a multi-channel advertising campaign featuring QPR manager Harry Redknapp and offer new customers 1,966/1 on England to win the 2014 World Cup.
The bookmaker has also bought a number of English Premier League football perimeter advertising spots and is the main shirt sponsor for League One football club Leyton Orient in an attempt to gain a foothold in the UK and Asian markets.
666Bet has earmarked the Asian market as a key part of its growth strategy and last month signed a deal with Premier League club West Bromwich Albion to be its official Asia betting partner.
The operator is backed by an Isle of Man-based investor.