666Bet to Keep Metro Play brand and add sports betting product

Following last weeks undisclosed purchase of DMG Media’s subsidiary online gambling brand Metro Play, 666Bet Chief Executive Barry Martin has announced that 666Bet will sustain the Metro Play brand and its services.

Barry Martin further announced that Metro Play would soon feature a 666Bet run sports betting platform, as its new owners look to increase vertical offerings to Metro Play customers. Martin added that the Metro Play brand would look to become a multiple platform offering, servicing its customers with sports betting, casino, lottery and bingo products.

As part of the acquisition deal, 666Bet and Metro Play brands will receive discounted advertising rate cards on DMG Media digital and print properties which include – The Daily Mail and Metro newspapers.

The acquisition of Metro Play will see 666Bet migrate platforms from Novigroup technologies to the EveryMatrix turnkey solution.

Martin speaking to igaming industry news source EGR Magazine, added that 666Bet management would be exploring further potential acquisitions in the coming months. Martin commented that  666Bet had been studying numerous igaming services, which it may choose to  bid for

“Our investor is very big on M&A and we are looking at four or five opportunities as we speak,” Martin said. “We see a number of opportunities coming across our desks and there are some really good possibilities out there – some big names.”