Metric Gaming Group and Lacerta Sports have announced the beginning of a long-term strategic partnership, with the goal of developing a B2B sportsbook managed service.

The deal between sports betting and gaming platform provider, Metric, and sportsbook solutions provider, Lacerta, have seen the duo detail a joint objective of creating the industry’s “most powerful and sought-after product” in this area. 

In pursuit of this goal, the partners will collaborate and share “high-level skills” in technology development and deployment, customer analytics and automated pricing systems in order to “set a new standard” in managed services for online wagering firms.

Steve Edery, Founder and CEO of London-based Lacerta Sports, said: “We are delighted to announce our partnership with Metric Gaming. 

“The companies share a vision of how the sports betting market should operate, by combining Metric’s advanced sportsbook platform with our best-in class pricing and analytical capabilities we believe we can reshape the online sports betting market.”

Metric Gaming will likely aim to provide the new service to its current roster of sports betting partners, which includes brands such as Turbo Vegas, Snabbis and SvenPlay, among others.

“We are proud to partner with a company of Lacerta’s standing and capabilities,” said Keith Hayes, CEO of Metric Gaming.

“The powerful combination of our technology and Lacerta’s pricing and analytical excellence is a compelling alternative for those operators looking to build or buy their own sportsbook platform.

“As a Vegas headquartered company, we are particularly excited at the opportunity this creates for us to better serve the North American market.”