Michael Carlton, former CEO of BetVictor, has unveiled 21.com, a new brand that aims to become a major gambling operator within two years.
Former BetVictor CEO Michael Carlton has unveiled 21.com, a new crypto-focused online casino and sportsbook brand that aims to establish itself as a major gambling operator within two years.
The new venture is positioning itself as a technology-led casino and sportsbook business, with a particular focus on artificial intelligence and cryptocurrency-enabled payment solutions.
According to Carlton, the platform has been built from scratch rather than adapted from legacy systems. This, he said, will allow the company to move more quickly and tailor the player experience.
Carlton will oversee 21.com as founder and CEO, with support from what he described as an “experienced leadership team”. Details of who will be working alongside Carlton have not yet been made public.
21.com targets top-three spot in all active markets
Carlton himself brings plenty of experience to the table. As well as leading BetVictor as CEO for 17 years, he has also invested in many betting and gaming companies. In addition, he spent 13 years with EY as a chartered accountant.
With 21.com, Carlton has set out several ambitious targets. Among these is to become one of the leading brands in each market where it operates within the next two years.
“21.com will be one of the top three operators in every market it operates and in the world within two years,” Carlton said. “With a team of industry leading experts with the motivation and ability to achieve our goals but without any legacy systems, 21.com is able to take advantage of new technologies to become a market leader in the gaming industry.”
Specifics on which markets and regions 21.com will operate in are also sparse. An initial search by NEXT.io found the website is not currently available in the UK. However, Carlton said he did not expect the brand’s progress to be hindered by regulatory issues.
“Challenges take all forms, whether they be technical, regulatory, creative, competitive, or resource-related,” he said. “But they can all be overcome with a positive mindset and determination plus a sense of humour.”
Carlton sets focus on current market demands
He added that one of the brand’s major strengths will be that it is being developed for the current market. This, Carlton said, will make it more appealing to those seeking to gamble with cryptocurrency and on modern platforms.
“Many operators have been around for a long time and continue to be defined by legacy platforms and pre-crypto payment customer journeys that existed long before the modern technical tools that exist now became a reality,” he said. “21.com has embraced AI to deliver unparalleled customer experiences.”