Metric Gaming Review
5.9/10A Las Vegas and London boutique of about 51 people whose rebuilt multi-tenant sportsbook module runs Betnation.nl and ComeOn.nl on Bragg's PAM and BetZone UK on GiG's X-Suite, with an in-house racing product live since April 2025 and UKGC account 39552 behind the UK supply.
Our read
- An in-house racing 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.
- PAM-agnostic delivery twice in 11 months, under Bragg's platform in the Netherlands in May 2024 and GiG's X-Suite in the UK in April 2025.
- Regulated markets only, with IBIA betting-integrity membership since July 2023.
- Sporting Solutions' two-year pricing renewal was signed October 30, 2023 and ran out around October 2025, and Betsson, whose group runs a competing sportsbook-supply business, has owned the supplier since August 2024.
- Three operators across two markets and about 51 staff, with both Dutch books arriving through the same Bragg channel.
- Licensing runs to one UKGC account, 39552, with Malta covered by Recognition Notice RN/154/2019 instead of an MGA license, and Ontario and Sweden resting on GLI lab certifications.
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 public docs, pricing, SLAs, and coverage numbers before the first call.
Markets & licensing
Every operating license here belongs to the client, and Metric's own licensing runs to one account, UKGC 39552, behind the UK supply. The four markets on the GLI-33 certification are lab certifications rather than market authorizations, and supply is live in two of them, the Netherlands since 2024 and the UK since April 2025.
Metric keeps its lead office on West Flamingo Road in Las Vegas, and its supply runs to regulated Western Europe only. The Bhet B2C brand, announced in October 2022 for an H2 2023 US launch, never launched.
UKGC account 39552 covers the supply, and BetZone has been live since April 3, 2025 on Metric's sportsbook and in-house racing product with GiG's X-Suite as the PAM. The launch content is SP bets, show pricing, forecast and tricast, non-runners, and rule 4s, with Racing and Sports data behind it. 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
- 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 · A lighter instrument than an MGA license
Licensing tier: Depth over breadth: one UKGC account, a Malta Recognition Notice rather than an MGA license, and Ontario and Sweden on lab certifications.
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.
Supplies fully regulated markets only.
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. 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.
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.
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
- Per-tenant code isolation, with each tenant's code confined to its own deployment
- 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
Racing
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 is 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
Trading
The pricing chain runs across three suppliers: Sporting Solutions for mainstream sports (status now unclear), Racebook HQ for racing, and 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
- 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
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
Longevity in this industry usually comes with a change of owner somewhere in it.
Martin de Knijff, a Swedish professional bettor, founded the company in 2011 and chairs it today. The early business supplied live betting through the SuperLive engine, with Coral Interactive its 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 restart: a senior team hired from tier-1 brands and B2B suppliers built a new platform, which entered production with Betnation.nl in May 2024 and now carries three operators in two markets. The operation runs from Las Vegas and London with about 51 people, financed privately through a debt round that drew $14M of a planned $25M in October 2022.
Brands & clients on the platform
Corporate
Leadership
Milestones
- 2011
Founded by Martin de Knijff, a Swedish professional bettor, and the SuperLive live-betting engine becomes the 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
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.
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
Most buyers in this market shortlist three or four vendors long before they take a single sales call.
| 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 |
| Trading model | Hybrid | Managed | Hybrid | Managed |
| Bet builder | — | — | — | Offered |
| Sports | — | — | 25+ | 125+ |
| PAM included | No | Yes | Yes | No |
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, priced on request
Turnkey
White-label
Operators contract Metric directly, as BetZone did with GiG supplying the PAM, or take the sportsbook inside Bragg's PAM bundle the way Betnation.nl and ComeOn.nl did. Clients hold their own licenses in every market.
Path to launch
- 1Contact sales directly or through Bragg
- 2Bring your own operating license and clear your market's supplier checks
- 3Scope the module into your PAM on the two live precedents, Bragg's platform in the Netherlands or GiG's X-Suite in the UK
- 4Plan the build or migration against the BetZone precedent of moving an established base with custom UI components
- 5Pin down the trading supply for your book in the contract: mainstream pricing status after the Sporting Solutions lapse, Racebook HQ racing coverage, and who holds liability risk
- 6Certify for your market, then launch as an isolated tenant