This is the first major acquisition by 666Bet which launched in June with a high profile publicity campaign that included its groundbreaking offer of 1966/1 for England to win the World Cup.
Commenting on the deal, 666Bet CEO Barry Martin, said: “Metro Play Casino is a really strong brand in the gaming industry and we’re thrilled to have acquired it. We look forward to continuing the development of the casino and creating a quality offering for Mero Play’s existing players, as well as new ones.
“It’s been a very busy summer with the launch of 666Bet ahead of the World Cup and this acquisition gives us a significant footprint in the online casino market.”
666Bet has signed Harry Redknapp as its brand ambassador and he stars in the company’s TV advertising alongside Lock Stock and Two Smoking Barrels star Vas Blackwood.
The new bookmaker has been active in the sponsorship market since it launched, signing betting partnership deals with Premier League sides Leicester City and West Bromwich Albion, as well as sponsoring League One Leyton Orient’s shirt.
The firm has also sponsored Newmarket’s Bunbury Cup and some high profile boxing fights over the summer.
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