Metric Gaming LLC
- Founded
- 2011-01-01 in Las Vegas, Nevada, USA
- Headquarters
- 9360 West Flamingo Rd, Suite 110, #549, Las Vegas, NV 89147, USA (operational headquarters also in City of London, England)
- Phone
- (702) 816-5438
Metric Gaming LLC is a B2B sportsbook technology company that provides betting operators with a cloud-native, modular platform for launching and scaling sports betting services in regulated markets. Founded in the early 2010s and headquartered in Las Vegas, Nevada, with a principal operating base in London, England, the company distinguishes itself by offering a purpose-built alternative to both costly in-house development and rigid third-party solutions. Its technology stack comprises advanced analytics, proprietary trading methodologies, pricing feeds, and risk management tools, delivered through a multi-tenant SaaS platform. The company serves a range of operators across Europe and North America, and in 2024–2025 expanded its presence in the UK market through a partnership with BetZone and by engaging compliance firm BetComply. Despite a relatively small core team—estimates range from 2–10 employees at the UK entity to 51–200 group-wide—Metric Gaming has secured a reputation for agility and deep sportsbook expertise, with key hires in 2023–2024 strengthening its C-suite. The company operates under a UK Gambling Commission license and targets growth in highly competitive, regulated jurisdictions where speed-to-market and customization are critical.
Detailed Review
History and Founding
Metric Gaming LLC was founded around 2011 in Las Vegas, Nevada, with a UK operating entity established in 2015. The company was started by former executives of well-known betting and gaming brands, though the CEO and founders are not publicly identified. It quickly positioned itself as a flexible B2B sportsbook technology provider, aiming to disrupt the market dominated by legacy platforms.
Business Model
Metric Gaming operates a fully managed, multi-tenant sportsbook platform delivered as a SaaS solution. The company generates revenue through licensing fees, managed trading services, and pricing feed subscriptions. Its modular architecture allows operators to either take the full stack or select individual components like pricing feeds, risk management, or player account management. This flexibility appeals to operators seeking faster deployment and lower upfront costs compared to building in-house or committing to long-term contracts with established vendors.
Products and Platforms
The core offering is the Metric Gaming Sportsbook Platform, a cloud-based system covering pre-match and live betting, odds management, pricing, and risk management. Key components include real-time pricing feeds for sports such as football, golf, horse racing, and soccer; a managed trading service where Metric Gaming’s team handles live odds setting and liability management; and advanced analytics and trading methodologies powered by proprietary algorithms. The platform also includes a player account management (PAM) backend for user accounts, deposits, withdrawals, and compliance.
Market Position and Competitors
Metric Gaming competes against larger incumbents like Kambi, Genius Sports, and OpenBet, as well as newer agile platforms. Its differentiators are faster deployment, more flexible customization, and transparent pricing without long-term lock-in. The company’s target market includes operators in regulated jurisdictions who want to maintain control over their user experience and data without the heavy investment of building their own technology stack.
Licensing and Regulatory Footprint
The company holds a remote betting operating license from the UK Gambling Commission (license 39552), issued to its Las Vegas head office. This license is critical for its expansion into the UK market, which is one of the most regulated and competitive gambling jurisdictions globally. Metric Gaming also works with compliance consultants like BetComply to streamline regulatory adherence.
Recent Developments
In 2024–2025, Metric Gaming accelerated its UK market entry by partnering with BetZone to launch a custom sportsbook. The company also strengthened its c-suite with the appointments of Marc Thomas as Chief Commercial Officer, Jim Supple as Chief Operating Officer, and Steven Paterson as Chief Financial Officer. These moves signal a strategic push into newly regulated and competitive markets, leveraging the expertise of industry veterans.
Key Products
Metric Gaming Sportsbook Platform
Cloud-based multi-tenant B2B sportsbook platform covering pre-match and live betting, odds management, pricing, and risk management. Modular architecture allows operators to select full-stack or individual components.
Pricing Feeds
Real-time pre-match and live odds data for football, golf, horse racing, soccer, and other sports, delivered via API or managed trading.
Managed Trading Services
Outsourced trading and risk management where Metric Gaming’s team handles live odds setting and liability management for operators.
Advanced Analytics & Trading Methodologies
Proprietary algorithms and models for pricing, market making, and risk assessment, integrated into the platform.
Player Account Management (PAM)
Backend system for user accounts, deposits, withdrawals, and compliance (KYC/AML), part of the full-stack offering.
Offices & Headcount
51 employees (approx.)
Key Persons
- Marc Thomas
Chief Commercial Officer
- Steven Paterson
Chief Financial Officer