Metric Gaming makes UK debut as BetZone bets on racing-first sportsbook
Metric Gaming has launched a new sportsbook in the UK in partnership with BetZone, marking its official entry into one of the world’s most competitive betting markets.
The platform, which puts horse racing at the centre of its offer, is powered by Metric’s in-house racing product and aims to give BetZone a distinctive edge in a crowded field dominated by household names. The UK’s remote betting sector reported a gross gambling yield of £2.4 billion (€2.8 billion) as of November 2024, with horse racing contributing £771.1 million (€901 million), according to official UK Gambling Commission data.
Metric’s UK launch follows the success of two sportsbooks in the Netherlands, both rolled out in mid-2024 and reportedly outperforming market growth since going live. With no major service outages to date and positive early performance figures, the firm is positioning itself as a serious player in regulated markets.
The new UK site, which has undergone a soft launch phase, now represents Metric’s first sportsbook deployment in its home territory. It also showcases the company’s proprietary tech stack built in-house — which gives operators the flexibility to tailor the sportsbook offering to local tastes.
BetZone focuses on racing to stand out in a crowded market
For BetZone, the partnership offers a chance to compete with a niche-first strategy in a mature market where differentiation is essential.
“In a particularly crowded market such as the UK, working with Metric has enabled us to build a unique proposition that we’re confident will resonate with our target market and existing customers,” said Adam Joseph, Chief Operations Officer at BetZone.
Metric puts power back in the hands of operators
While some operators continue to rely on white-label solutions or legacy infrastructure, Metric has focused its pitch on speed, reliability and control. Its sportsbook platform, designed to operate across multiple markets, enables real-time optimisation of content and pricing, which the company describes as offering ‘Netflix-style’ personalisation.
Keith Hayes, CEO at Metric Gaming, said: “We’re proud to have been trusted by BetZone to power their UK sportsbook. Another flawless launch, promising early numbers and a sleek, lightning-fast site with even more upgrades on the way.” He noted the UK launch allowed Metric Gaming to showcase its own racing product on home soil.
Racing is a major part of the deal, tying into Britain’s long-running love of the sport. The new site covers meetings from the UK and abroad, with live prices and features that cater to racing fans.
Metric’s approach is built around regulated market compliance and bespoke localisation, which may appeal to partners seeking alternatives to more rigid or legacy-led providers. Its infrastructure uses the latest cloud and AI technologies to allow deep customisation at scale, adapting the betting experience by player location, behaviour and preferences.
Can a racing-first strategy cut through the UK noise?
Although the UK market remains challenging, Metric’s entry via BetZone is a statement of intent. By leading with a racing-first product and doubling down on user experience, both companies are betting on focus over scale, and trying to cut through the noise with performance rather than just promotion. Hong Kong is positioning horse racing as a key element of its tourism strategy to attract affluent visitors.
Whether that gamble pays off in the long term will depend on more than just a seamless launch.
