SuperLenny ready to break UK market

Tuesday, May 2, 2017 10:16

SuperLenny's owner, Gaming Innovation Group (GIG), announced that they had acquired an official sports bettor license from the UK Gambling Commission. Along with Guts.com, SuperLenny is the first brand owned by GIG to offer its sports book products to the highly competitive and valuable UK market.

With impressive welcome packages as well as festive offers, such as the ‘Great Egg Hunt’ in time for Easter, the number of UK clients is sure to stack up as the SuperLenny brand grows. Already boasting an impressive website, with a staggering 724 games and almost 600 slots, the Nordic company looks set to make a splash on UK shores. SuperLenny, a quirky and strange character with the body of a man and the head of a deer, is sure to catch attention.

On the company website, we are told he “was there in ’78 with a lump in his hairy throat when a young Bjorn Borg sank to his knees on the hallowed Wimbledon grass”. Whilst the humour may differ from UK tastes, there is no doubt SuperLenny offers something a little different from regular casino companies.

License Opens New Doors


Robin Reed, the CEO of GIG stated upon the announcement of having SuperLenny’s sports betting license accepted, thus allowing entry into the UK market: “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.”

The new license allows UK customers to enjoy the full range of GIG’s sports betting services, in contrast to the previous arrangement that only catered for its casino products.

GIG & SuperLenny’s Bold Intentions


Reed added: “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”

We got a glimpse of GIG’s intention towards SuperLenny last year with the Nordic company’s announcement of transferring its entire operations onto the iGaming Cloud platform service. The agreement, which represented the largest iGaming Cloud deal in the company’s history, underlined GIG’s faith in modern technology and should allow SuperLenny to stand at the forefront of innovation in the online casino market.

Reed said of the deal with iGaming Cloud at the time: “The platform is built on modern technology and with innovation at its core which suits us perfectly since we also believe in innovation and in pushing the limits of what is seen as a good casino and sports book experience”.

GIG Continues To Expand


Aside from its investment in Guts.com and SuperLenny into the UK market, this year GIG also announced the launch of Wetten.com into the German-speaking market. The entry is a further sign of GIG’s ambitions to expand into Europe from its Malta base. Wetten provides sports betting to German speaking clients in Germany, Austria and Switzerland again under the iGaming Cloud platform.

GIG continues to innovate and is currently developing further technology through subsidiary OddsModel AS, which compiles bookmaking odds through given data. The technology will be combined with the iGaming Cloud platform, to make for an impressive bundle. We are sure to hear more of GIG as they continue with their innovative model.