666BET is set to transfer its sportsbook onto EveryMatrix betting platform following the purchase of casino operator Metro Play.
The Isle of Man-based bookie launched as a white label on the Novigroup platform in June last year with QPR manager Harry Redknapp featuring in a multi-channel advertising campaign ahead of the 2014 World Cup. The recent purchase of Metro Play online casino from DMG Media sees 666BET continue its ambitious growth plans with a move to the new gambling engine and a bigger advertising presence in DMG newspapers which include the Metro and Daily Mail.
The change in betting platform will allow 666BET to offer odds on over 1.6 million markets per month and over 10,000 live events per month. It’s not known if 666BET intends to keep the Metro Play brand active to run along with its current casino and live casino offerings at www.666bet.ccom.
666BET bought Metro Play for an undisclosed sum from DMG and the deal includes discounted advertising rates. The online bookmaker has also bought football perimeter advertising spots with a number of Premier League clubs as part of a strategy to gain a foothold in UK and Asian markets. 666BET is the main shirt sponsor for Leyton Orient in the Championship and teamed up with Premier League club West Bromwich Albion last month to be its official betting partner for Asia.
666BET is backed by an Isle of Man-based investor and holds a license from Isle of Man Gambling Supervision. Customer funds are kept in a trust account and software is independently tested to Commission requirements to ensure betting with 666BET is safe and secure. Find out more about 666BET in this bookmaker review.