The former CEO of BetVictor has launched a new online casino and sportsbook after 12 years away, with intentions of growing it into a world-leading operator.
Michael Carlton’s 21.com has lofty ambitions and is looking to build itself into a powerhouse built on industry-leading talent, a high-quality product, an elite customer experience and cutting-edge technology.
21.com said it is set to capitalise on the modern age of gambling, hinting that it is well-positioned to grow in an era driven by cryptocurrency and AI.
It has the bold target of becoming a top-three operator in every market it enters through leveraging its tech stack and AI-centric operations.
21.com: led by a gambling guru
The man behind the business brings nearly three decades of experience in the gambling sector, having led BetVictor as CEO from 1997-2014.
Prior to this, Carlton spent 13 years at Big Four accountancy firm EY as a Chartered Accountant, but it was at BetVictor where he established himself as a leader in the UK gambling industry.
He led the business on its journey from a telephone and on-course bookmaker to becoming an online powerhouse in the UK market, and it is still a well-established brand across the world to this day.
Carlton was also one of the pioneers in relocating his bookmaking firm from the UK to Gibraltar, which remains a popular destination for companies in the industry to domicile themselves in.
Its growth did not come without controversy, however. Back in 2007, when BetVictor was operating under the Victor Chandler alias, Carlton was detained in Israel.
The country had become the operator’s second-biggest market, despite Israel having a monopoly controlled by a state-run gaming board.
Two years prior to this, the Victor Chandler business was involved in a dispute with BHB Enterprises – the commercial arm of the British Horseracing Board – over a breach of a licensing agreement.
However, it was under Carlton’s leadership that the firm grew to a valuation in the hundreds of millions, and by 2006 it was reported to be turning over around £600m annually.
Right to the very top
A spokesperson confirmed to SBC News that Carlton’s 21.com venture will initially “look at a range of .com markets”. its website is currently unavailable to UK users – a market in which Carlton has ample experience in.
“Having started in the gaming industry prior to the launch of the internet and then having the privilege of being involved as the industry evolved and adapted to the opportunities, there is now a further revolution occurring with the power created by embracing AI helping us to move faster and tailor personalised experience to the player,” said Carlton.
“One of 21.com’s greatest strengths is that it is being developed for the current market, rather than an after-thought adaptation of an existing one.
“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. 21.com has embraced AI to deliver unparalleled customer experiences.
“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.”
The business is aiming to synergise the power of a veteran leader and the capabilities of a new-look platform.
Within just two years, 21.com has aims to become a top-three operator worldwide.
How practical this is is yet to be seen, but the new operator is clearly not shy of confidence as it enters an industry currently marred by headwinds.
