Metric Gaming Review
5.9/10Racing-deep sportsbook boutique of about 51 people whose rebuilt multi-tenant module runs exactly three named books, Betnation.nl and ComeOn.nl on Bragg's PAM and BetZone UK on GiG's X-Suite, behind UKGC account 39552 and a GLI-33 v1.1 clean pass, with an in-house racing product live since April 2025 and a documented pricing chain whose Sporting Solutions leg ran out around October 2025 unannounced while Betsson owns the supplier.
Our read
A modern rebuild with per-tenant code isolation and racing depth few module vendors carry, against zero published coverage numbers and a three-operator production surface.
UKGC 39552 plus a GLI-33 v1.1 clean pass with four jurisdictional certs, docked because the Malta line is a Recognition Notice rather than a license and no register trail exists beyond the UK.
The Sporting Solutions renewal ran out around October 2025 unannounced with Betsson owning the supplier since August 2024, and the covered racing flank is the offset.
A clean enforcement, litigation, and incident file with rare supplier transparency, priced against three operators, about 51 staff, an unfinished 2022 debt round, and the Bhet launch that never happened.
Two PAM integrations shipped 11 months apart with ComeOn.nl named in Bragg's audited MD&A, on a Bragg channel shared with rivals and with no public docs or sandbox.
Hidden pricing and no coverage numbers, partly offset by named trading suppliers, with the uptime and rollback figures carrying no published method.
Methodology. Our own score, a weighted average of six dimensions, tilted toward product and licensing. Scored on the sportsbook platform weighting, product and coverage at 0.22 ahead of licensing at 0.20 and trading at 0.18, which lands the lapsed pricing supply squarely on the third-heaviest dimension. Read the full methodology
- Racing depth few sportsbook modules can match: an in-house product handling SP bets, show pricing, forecast and tricast, non-runners, and rule 4s went live with BetZone in April 2025, on Racing and Sports data signed March 2025 and Racebook HQ managed racing pricing running since November 2022.
- The platform is provably current: a ground-up rebuild that entered production with Betnation in May 2024, a GLI-33 v1.1 clean pass from February 2024 with zero open remarks, and per-tenant code isolation, so code written for one book never has to ship to another (May 2025).
- PAM-agnostic delivery proven twice in 11 months, under Bragg's platform in the Netherlands (May 2024) and GiG's X-Suite in the UK (April 2025), with the second Dutch book, ComeOn.nl, named in Bragg's audited FY2024 MD&A rather than a press release.
- A named trading supply chain, with Sporting Solutions, Racebook HQ, and Lacerta Sports all named, which is rare disclosure in this segment, alongside a regulated-markets-only posture, IBIA membership since July 2023, and a clean enforcement, litigation, and incident file (2026-07-11).
- The mainstream pricing supply is in an unknown state: Sporting Solutions' two-year renewal was signed October 30, 2023, the term ran out around October 2025 with no renewal or termination announced, and Betsson, whose group runs a competing sportsbook-supply business, has owned the supplier since August 2024, so Metric's core odds line sits with a rival's parent on undisclosed terms.
- Three named operators across two markets and about 51 staff (Dec 2025) make this a concentration file: the two Dutch books arrive through one shared Bragg channel that also distributes Kambi and Altenar, and losing a single partner would reshape the whole business.
- The register trail is one entry deep: RN/154/2019 is a Recognition Notice, an annually maintained MGA certificate rather than a license with no current validity date published, and beyond UKGC 39552 no register entry exists anywhere, with Ontario and Sweden resting on GLI lab certifications alone (2026-07-11).
- Buyers cannot size the book before an NDA: no sports, event, or market counts are published, the reliability pitch prints 100% platform uptime and zero rollbacks with no method behind them, and the one execution test outside B2B supply, the Bhet B2C sportsbook announced in October 2022 for an H2 2023 US launch, never shipped.
Mid-size operators in regulated European markets that already hold a license and a PAM, or take Bragg's, and want front-to-back control of the book without building one, with UK and Ireland racing-led propositions the strongest fit.
Anyone needing a license umbrella, US-market entry today, tier-1 event-volume guarantees, or published pricing, SLAs, and coverage numbers before the first call.
Markets & licensing
Metric Gaming is a one-register supplier. UKGC account 39552 (Metric Gaming Technologies LLC, remote operating license) is the only register entry that exists anywhere. The site footer adds RN/154/2019, a Recognition Notice: an MGA certificate recognizing another state's authorization, valid one year at a time with annual maintenance, a lighter instrument than an MGA license, and this 2019-numbered notice carries no current validity date anywhere. The GLI-33 v1.1 clean pass (February 2024) came with jurisdictional certifications claimed for the Netherlands, the UK, Ontario, and Sweden, and neither Ontario nor Sweden shows a register entry as of July 2026. Live supply exists in two markets, the Netherlands since June 2024 and the UK since April 2025, with every operating license held by the client.
Metric keeps its lead office on West Flamingo Road in Las Vegas, and the US record is empty: no deployments, no state registrations, and no filings as of July 11, 2026. The ambition was real once, the COO talked up US innovation in a 2022 interview and the Bhet B2C brand was announced that October for an H2 2023 US launch, and none of it shipped. US-facing operators should treat Metric as unavailable and look at the US-capable platforms on this roster instead.
UKGC account 39552 covers the supply, and the production proof is BetZone, live since April 3, 2025 on Metric's sportsbook and in-house racing product with GiG's X-Suite as the PAM. The launch leaned on exactly the content a UK independent needs: SP bets, show pricing, forecast and tricast, non-runners, and rule 4s, with Racing and Sports data behind it. The register entry is indexed, and the operating license is BetZone's own.
- UK (UKGC)United Kingdom
- Remote operating license held by Metric Gaming Technologies LLC, the B2B supply entity behind BetZone's April 2025 launch · Account 39552 · stated verbatim in the site footer (Jan 2026 snapshot) · register entry indexed
- Malta (MGA), Recognition NoticeMalta
- RN/154/2019 is a Recognition Notice, an MGA certificate recognizing another state's authorization as effective in or from Malta, renewed annually, and the footer prints it as licensed and regulated by The Malta Gaming Authority · RN class per the MGA's own framework · no current validity date published (Jul 2026) · an RN is a lighter instrument than an MGA license
Licensing tier: Depth over breadth, with an asterisk: one clean UKGC account is the entire register trail, the Malta line is a Recognition Notice rather than an MGA license, and the Ontario and Sweden names ride lab certifications with no AGCO or Spelinspektionen entry behind them (Jul 2026).
Both markets run through third-party PAMs, Bragg in the Netherlands and GiG X-Suite in the UK, and in both the operating license belongs to the client.
No restricted list is published. The stated posture is only live in fully regulated markets (Jan 2026).
Sportsbook & verticals
A vendor's lineup often mixes its own builds with other companies' products plugged in. When the sportsbook is third party, a second company stands behind your contract.
Integrations & engineering
One contract and one API instead of a separate deal per studio, feed, or PSP. Here's what connects, how fast, and on what stack.
A sportsbook module shipped into the operator's PAM. Both live channels are documented: Bragg's platform carried Betnation.nl from May 2024 and ComeOn.nl after it, with Fuze marketing tooling and regulatory reporting on the Bragg side, and GiG's X-Suite carried BetZone UK from April 2025 with Metric supplying the book plus the racing product. Multi-tenant isolation keeps each deployment's code separate, and one stack can run sub-brands or geo-split versions of the same book.
Nothing is published (Jul 2026). The observable record: two PAM integrations shipped 11 months apart, the racing product went from build start to live in about four months, and the BetZone migration moved an established base without platform refactoring.
Products & tools
One product sold one way: a multi-tenant sportsbook module shipped into the operator's PAM, with an in-house racing product on top and the mainstream trading supply bought in from a chain Metric names in public.
Multi-Tenant Sportsbook Platform
A ground-up rebuild in production since May 2024: branched microservices with ring-fenced resources per customer, per-tenant code isolation, and one stack running several brands or geo-split versions of the same book.
- Branched microservices with ring-fenced per-customer resources (Jan 2026)
- Per-tenant code isolation, with code written for one tenant never needing to deploy to another (May 2025)
- One deployment can run multiple brands or geo-optimized versions of the same sportsbook independently
- SuperLive in-play engine re-prices second-screen markets play by play
- GLI-33 Event Wagering Systems v1.1 clean pass with zero open remarks, questions, or changes (Feb 2024)
In-House Racing Product
Horse racing and greyhounds built internally and live with BetZone since April 2025: SP bets, show pricing, forecast and tricast, non-runners, and rule 4s, on Racing and Sports data for the UK and Ireland.
- Handles SP bets, show pricing, forecast and tricast, non-runners, and rule 4s in production (BetZone, Apr 2025)
- Built by a small internal team in about four months
- Racing and Sports named as the horse racing and greyhound data partner for the UK and Ireland (Mar 25, 2025)
- Racebook HQ supplies managed trading for racing, greyhounds, and trotting under the November 2022 partnership
- Post-launch releases extended forecast and tricast coverage across racing and dogs
Named Trading & Pricing Chain
Metric documents its pricing suppliers in public, which almost nobody in this segment does. The chain: Sporting Solutions for mainstream sports (status now unclear), Racebook HQ for racing, Lacerta Sports for analytics.
- Sporting Solutions supplied pre-match and in-play pricing under a two-year renewal signed October 30, 2023
- That term ran out around October 2025 with no renewal or termination announced either way (2026-07-11)
- Betsson has owned Sporting Solutions' trading, pricing, and risk business since August 2024
- Racebook HQ, backed by professional bettor Zeljko Ranogajec, prices racing, greyhounds, and trotting under the November 2022 deal
- Lacerta Sports analytics and automated pricing partnership since March 2022, Starlizard-linked in trade reporting
Platform & capabilities
Everything the product does out of the box. If a feature isn't listed, the vendor either doesn't offer it or doesn't say.
Risk maturity
Operators check this capability first, and depth varies enough between vendors to grade it.
The history
Sales decks get rewritten for every deal. A dated record doesn't.
Martin de Knijff, a Swedish professional bettor, founded the company in 2011 or 2012 depending on the source, and chairs it today. The original-era business supplied live betting through the SuperLive engine, with Coral Interactive reported as the first major client in the mid-2010s, and by the early 2020s the product had aged out of the market. The current company is a declared restart: CEO Keith Hayes says Metric is reborn on a new platform, built by a senior team hired from tier-1 brands and B2B suppliers, and that rebuild entered production with Betnation.nl in May 2024. The operation runs from Las Vegas and London with about 51 people (Dec 2025), financed privately through a debt round that drew $14M of a planned $25M in October 2022 and whose completion was never announced. The visible client book is three operators in two markets, and the announced Bhet B2C sportsbook never launched.
Brands & clients on the platform
Corporate
Leadership
Milestones
- 2011-2012
Founded by Martin de Knijff, a Swedish professional bettor, with sources split between the two years, and the SuperLive live-betting engine becomes the original era's flagship.
- 2022
Lacerta Sports pricing-analytics partnership (March), $14M drawn of a $25M debt round and the Bhet B2C announcement (October), Racebook HQ managed racing pricing signed (November 30).
- 2023
Joins betting-integrity body IBIA (July) and renews the Sporting Solutions pricing supply for two years (October 30).
- 2024
GLI-33 v1.1 clean pass announced (February 1), the rebuilt platform enters production with Betnation.nl on Bragg's PAM (May 14), and Betsson's acquisition of pricing supplier Sporting Solutions is announced (August 2).
- 2025
Racing and Sports data partnership (March 25), BetZone UK goes live on the in-house racing product with GiG's X-Suite PAM (April 3), and the Sporting Solutions term runs out around October with no announcement either way.
Where they're pushing next
- Further Bragg-channel launches were flagged at the Betnation release (May 2024), and ComeOn.nl is the only one since
- The US was the stated ambition in 2022, with zero deployments and zero state registrations since (Jul 2026)
Longevity and ownership
Switching vendors is expensive, which makes the company's staying power part of the purchase. What the contract says about your data decides how expensive an exit gets.
Metric Gaming vs alternatives
No two vendors describe themselves the same way, which makes their own claims hard to line up. Every name here answers the same fields, so you can see where this one sits against the closest alternatives.
| Attribute | Metric Gaming | Playbook Engineering | Amelco | Betby |
|---|---|---|---|---|
| Founded | 2011 | 2016 | 2006 | 2018 |
| Team | 51+ | 102+ | 222+ | 200+ |
| Sportsbook | Yes | Yes | Yes | Yes |
| Licenses | UK | UK | UK | Malta |
| US market | Restricted | Restricted | Available | Restricted |
| Pricing | Not published | Not published | Not published | Not published |
| Trading model | Hybrid | Managed | Hybrid | Managed |
| Bet builder | — | Not documented | None published | Offered |
| Sports | — | — | 25+ | 125+ |
| PAM included | No | Yes | Yes | No |
The take: Playbook Engineering is the direct cross-story: BetZone left it for Metric and GiG in April 2025, and Metric names the pricing chain Playbook keeps dark. Amelco brings two decades of UK heritage and US deployments at similar commercial opacity, with a dated NJ settlement on its file where Metric's is clean. Betby is the volume module alternative, managed trading with published coverage claims. Pick Metric when racing depth and tenant autonomy in regulated Europe matter more than scale, and price the Sporting Solutions unknown into the contract.
Pricing & terms
Metric Gaming quotes pricing per project. Here's how the model and the terms are structured.
B2B sportsbook-module supply sold direct or through the Bragg PAM bundle, with every term sales-gated (Jul 2026)
Turnkey
White-label
Support & account management
You can't demo service before you sign, so what a vendor puts in writing is the only floor you can hold it to.
Frequently asked
The things operators actually ask before signing.
Who prices Metric's odds now that the Sporting Solutions deal has lapsed?+
Sporting Solutions supplied pre-match and in-play pricing under a two-year renewal signed October 30, 2023, which put the term's end around October 2025, and no renewal, extension, or termination has been announced since (Jul 2026). Ownership changed mid-term: Betsson acquired Sporting Solutions' trading, pricing, and risk business in August 2024, with existing B2B clients said to continue being served, and Betsson's group also runs a competing sportsbook-supply operation. Racing runs on a separate, intact chain: the in-house racing product, Racebook HQ managed pricing since November 2022, and Racing and Sports data since March 2025. Current mainstream supply is a question to put in writing during the sales process.
Does Metric hold licenses an operator can run under?+
No. Metric holds UKGC account 39552 (Metric Gaming Technologies LLC), a supplier-side remote operating license, and no white-label umbrella exists: Betnation runs on its own KSA license and BetZone on its own UKGC license. The site footer also says the company is licensed and regulated by The Malta Gaming Authority under RN/154/2019, and that instrument is a Recognition Notice, an annually maintained MGA certificate recognizing another state's authorization, with no current validity date published as of July 2026. Plan on holding your own license in every market.
What is actually running on Metric today?+
Three operators in two markets. Betnation.nl went live on May 14, 2024 with Bragg supplying the PAM plus Fuze marketing and regulatory reporting. ComeOn.nl followed on the same Bragg channel, named in Bragg's audited FY2024 MD&A, the firmest thing in this file. BetZone went live in the UK on April 3, 2025 on GiG's X-Suite PAM, after the domain left Playbook Gaming's umbrella and re-licensed under Richmond Atlantic in December 2024. Note that the Bragg pipe is shared: the same distributor also launches Kambi (711.nl) and Altenar books per the same filing.
What does the GLI-33 clean pass actually prove?+
GLI certified Metric's platform against GLI-33 Event Wagering Systems v1.1 with zero open remarks, questions, or changes, announced February 1, 2024, alongside jurisdictional certifications claimed for the Netherlands, the UK, Ontario, and Sweden. That is a lab's verdict on the software, and it is worth having. It is separate from market access: as of July 11, 2026 no AGCO entry exists for Metric in Ontario and no Spelinspektionen entry in Sweden, so those two names describe certified code with no register trail, while the Netherlands and the UK have live books behind them.
Who is Metric actually for?+
A mid-size operator in a regulated European market that already holds its license, has a PAM or takes Bragg's bundle, and wants an outsourced book with in-house-grade control, with UK and Irish racing-led brands getting the most from the product. The multi-tenant isolation also suits groups running geo-split versions of one brand. The wrong buyers: anyone needing a license umbrella (none exists), US-market entry (zero footprint despite the Las Vegas HQ), tier-1 event-volume guarantees (no coverage numbers are published), or contractual SLAs shown before a deal (none are public as of July 2026).