Metro Play Limited Suspended and PPC market Jumps on the Opportunity

Lorna Rose Gill Posted by Lorna Rose Gill

The licence was suspended because the Gambling Commission suspects it is ‘unsuitable carry on the licensed activities.’

The Gambling Commission has suspended Metro Play’s gambling licence because it believes the company “is unsuitable to carry on the licensed activities (section 120(1)(d) of the Act) and considers it appropriate to suspend the licence with immediate effect pending the conclusion of the review.”

Earlier this week, 666Bet’s (another site owned by Metro Play) director, Paul Bell was arrested in a £21m VAT fraud sting at London Heathrow Airport. Although he was later released, he was re-arrested the following day when arriving at the Isle of Man by private jet.

Following the news, Metro Play’s website was taken down and the last message on its Twitter feed read: “ We hope to have the site and our license back ASAP but cannot comment on when this will be. We appreciate your patience, every customer owed money will be paid.”

Competitors have jumped on this insight, taking over sponsored searches for Metro Play, advertising their services instead.

Metro Play

This begs the question – which competitor will be able to successfully take on Metro Play’s search traffic?

The news comes just a couple of weeks after Metro Play struck a deal with iSoftbet to serve its range of slots and table games on the gambling platform.

Andrew Lee, head of product at Metro Play and 666BET said at the time: “iSoftBet have a fantastic catalogue of content, especially in branded titles and mobile games so we are delighted to be working with them. We are constantly striving to deliver the best experience and choice of games to our customers on Metro Play and 666BET.”

We’ll follow up on this insight next week, with a full analysis of how it has adjusted the gaming PPC market.

About the author

Lorna Rose Gill
Lorna Rose Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies. She is curious and passionate and likes to find stories in data and technology.