Casumo Launches Online UK Sportsbook
Kicking off 2020 to a positive start, Malta-based operator Casumo has launched its first online sportsbook in the UK. In contrast to other European operators, which have backed out of the UK in recent years, Casumo is seeking to expand its hold on the British sports betting market.
Casumo’s new UK sportsbook is ideal for football fans, providing options to place Acca bets on all popular matches. ©Vienna Reyes/Unsplash
A New Sportsbook For the UK
Casumo’s new sportsbook has been accepting new customers since December 20th, 2019, although Casumo officially announced the launch this year on January 6th. The move is a bold one, and will be gladly received by UK betting fans. 2019 saw a number of large gambling and betting operators withdraw their services from the UK market. This was due to a variety of reasons, such as concerns over Brexit and tighter gambling regulations. Casumo’s new sports betting venture will be viewed as a positive step for the future of Britain’s gambling industry.
Casumo is an online casino operator based in Malta. The gambling company was first launched in 2012, and has since grown to become one of Europe’s most popular web-based betting and casino operators. The company was awarded its UK gambling license in 2015. Since then, it has accumulated a loyal fan base due to its wide range of online casino products. The brand’s latest foray into sports betting will further establish it as a UK favorite.
Casumo is offering new customers an enticing welcome package, to draw the public to its new site. Any new customer who bets a minimum of £10 on a pre-match or in-play sports market will be offered an additional free bet worth £10. Casumo’s UK Manager, Greg Tatton-Brown, explains this welcome gift is so great for customers. “It’s a clear and straightforward offer, which is aligned with the experience that the product has been developed to provide – sports betting made simple.”
Casumo’s new UK sportsbook can be accessed via the web or through a mobile app. The app is well thought out with a sleek design and clear layout. It can easily be tailored to suit individual betting needs. Customers can pick out their favorite sports or leagues and drop those that they aren’t interested in. ‘Live Mode’ allows customers to keep up with matches and events that are already in play. Accumulator bets can be made quickly and simply, using the specially designed tools on offer. This is ideal for bettors who are excited for a big match or are following a football season.
“I am excited to be able to bring Casumo’s approach to UK sports fans. We have put the player front and center in the development of a sportsbook product that is approachable and user-friendly.”– Greg Tatton-Brown, UK Country Manager, Casumo
As well as being easy to use and navigate, Casumo’s new UK sportsbook is trustworthy. Fully licensed by the UKGC, it is regulated and adheres to British gambling laws. Payments made through the app and the website are 100% secure, providing customers with valuable peace of mind. Payments and withdrawals are rapid, and Casumo does not require any deposit fees. Support is only a few clicks away and is available 24/7.
Casumo’s sportsbook utilizes technology from Kambi, a b2b sports betting service provider. It creates intelligent software tailored to the specific needs of individual betting sites. Casumo first signed a deal with Kambi to produce a sports betting product in early 2018. Speaking at the time, Kambi’s Chief Executive, Kristian Nylen, was proud to be part of the partnership.
“This deal illustrates the flexibility of the Kambi technology, with Casumo widening the spectrum of operators currently adapting our technology to meet their own specific product and marketing requirements.”
Casumo Sponsors Reading FC
The betting brand’s new sportsbook is its latest attempt to position itself in the UK’s sports betting market. Last year, on June 28th, 2019, Casumo signed a two-year sponsorship deal with Reading F.C. The partnership underlines Casumo’s position as part of the UK’s sports scene, showcasing the brand to a new audience of fans.
The company has already taken an active role in its sponsorship of the Reading football team, by participating in a number of initiatives. On Boxing Day, it provided Reading fans with a matchday bus, taking them to and from the sporting venue. Casumo has also taken part in the Rainbow Laces LGBT inclusivity campaign and shown its support for Armistice Day. During the match season, Casumo devoted half of its stadium advertising to promoting responsible gambling.
“With Reading FC, we wanted to use the sponsorship platform as a way of bringing our brand values to life, in support of a team and community that we care about.”
Improving Responsible Gambling
Casumo has not always had such a responsible image. In 2019, it hit the headlines for all the wrong reasons when one of its online ads was banned. The Advertising Standards Authority ruled that the ad was irresponsible, after it was revealed that it targeted customers searching ‘how to unsubscribe from all gambling’. The paid ad, which was first spotted in May, 2019, offered a “Welcome Bonus to New Players Casumo 100% and 20 Free Spins”.
Casumo defended its ad, explaining that the word ‘unsubscribe’ did not need to be included in its list of excluded terms. However, the ASA did not see it this way and sided with the complainant. “We considered that by searching for “how to unsubscribe from all gambling” a consumer was likely to be seeking further information about the tools needed to opt-out from receiving gambling ads”.
In 2018, Casumo also fell foul of UKGC regulations, resulting in a penalty package of £5.85 million. The UK Gambling Commission ruled that Casumo’s safeguards against money laundering and protections for problem gamblers were inadequate. Since then Casumo has had to improve its attitude towards responsible gambling.
Casumo Cares provides information and resources for customers who think that they or someone they know might have a gambling problem. ‘Play Okay’ encourages self-control by allowing customers to set limits on how much they gamble. Customers can also choose to self-exclude through the GamStop scheme. 24/7 support is also available from specially trained staff via email and onsite chat.
Over the years, Casumo has been the proud recipient of a range of prestigious industry awards. Shortly after the company launched, it was recognized as a ‘Rising Star’ in the 2013 EGR Awards. In the intervening years it has won two ‘Innovation in Casino’ EGR Awards and two ‘Mobile Operator’ EGR Nordic Awards. In 2019, Casumo also won the ‘Online Casino Operator’ category at the IGA Awards.
Casumo has been shortlisted in four categories for the EGR Nordics Awards 2020. It is being considered for the following awards; ‘Affiliate Programme’, ‘Marketing Campaign’, ‘Operator of the Year’ and ‘Socially Responsible Operator’. The winners will be announced later this month.
