Gaming Innovation Group (GIG) – parent company to several award-winning iGaming subsidiaries including B2B platform service provider iGaming Cloud – announced today that it obtained a sports betting license issued by the UK Gambling Commission.

This UK license allows GIG’s own operator brands and third party operator clients and white label partners of daughter iGaming Cloud to offer bespoke sports betting products on the largest iGaming market in Europe.

GIG’s own Guts.com and SuperLenny.com launching UK facing sportsbook offering.

As of today, Guts.com and SuperLenny.com will be the first GIG owned brands to present their sportsbook products to expectant UK bettors.

Looking forward to the challenge ahead, Gaming Innovation Group CEO Robin Reed comments: “Being awarded the license is a great achievement which will benefit both; our internal B2C brands and our white label customers who can now offer their sports betting services to end-users.”

Reed: Entering the UK market is a bold statement of our intentions…

Reed goes on to say: “The UK is amongst the most competitive markets for sports betting worldwide and entering the market is a bold statement of our intentions within sports betting and within our regulated market strategy.”

Thus far, UK and B2B customers have only had access to the casino products provided by GIG and its operator brands. With the new license however, they can also enjoy and have the full benefit of GIG’s current sportsbetting services and any additional sports products which are currently under development.

GIG continuing to branch out in the iGaming value chain

The company has been successfully offering its casino experience in the UK for several years now. But the addition of its own sportsbook product is seen as a big milestone for the Scandinavian iGaming company which has reached the realm of the Top5 B2C gaming operators in the Nordic region some time last year.

The launch of the two sportsbook offerings in the UK market follows only a few weeks after the company’s operator client, Wetten.com, launched a stand-alone sportsbook in Germany.