21.com Backed by Industry Veteran Michael Carlton Goes Live

Michael Carlton, former CEO and owner of BV, who made a successful exit in 2014 is at it again with the launch of his latest venture, 21.com – an online casino and sportsbook designed to bring players a best-in-class experience. 

21.com Launches, and It’s the People Behind the Project That Matter the Most 

To achieve this, Carlton has assembled an industry-leading team to create a high-quality product, relying on cutting-edge technology, experienced leadership, and unmatched customer service.

The new brand aspires to become a market leader in the gaming industry, drawing on Carlton’s own extensive experience in the industry, including 17 years with BetVictor, where he served as the CEO and steered the company towards international recognition and success. 

Carlton’s experience goes back to the days before the Internet, making him uniquely placed to understand the dynamics behind the altering landscape, and now motivating the seasoned industry veteran to pursue a new venture that relies on the opportunities created by the advance of Artificial Intelligence.

“Having started in the gaming industry before the launch of the internet and then having the privilege of being involved as the industry evolved and adapted to the opportunities, there is now a further revolution occurring with the power created by embracing AI, helping us to move faster and tailor personalised experiences to the player,” he noted in a statement to the media.

Key among those is the leveraging of the technology to strengthen customer service and create an experience that resonates with the players. 

Carlton is similarly proud of the team behind the 21.com project, referring to them as industry-leading experts with a strong motivation and ability to deliver core goals. 

Building a World iGaming Powerhouse Rather Than Just Another Brand

21.com has a clear goal from the start: bring in players and engage with them, but also make them feel like their time and effort are worthwhile as they browse through a selection of top-notch products and user-friendly technology. 

“Challenges take all forms, whether they be technical, regulatory, creative, competitive, or resource-related, but they can all be overcome with a positive mindset and determination plus a sense of humour,” Carlton added, confident that 21.com is here to stay. 

21.com is a brand fully centered on taking advantage of the current technology upswing and one seeking to position itself as a true innovator that offers something that is different from what is available on the market. 

21.com Kicks Off with a Strong Product Offering

21.com has cut no corners to make sure that the brand stands out from the very start. The website’s casino offer is full of exciting games that are categorized to offer ease of navigation and accessibility to players, regardless of their preferred platform.

The website features games from 50 suppliers, including the industry’s best-known names, among which are Evolution, Hacksaw Gaming, Pragmatic Play, Play’n GO, Spribe, Playtech, and dozens of others. 

The overall selection of games runs through slots, games shows, and crash games, as well as roulette, baccarat, table games, and others. To further facilitate navigation 21.com cleverly uses categories built around specific game mechanics such as Drops & Wins and Bonus Buy. 

The home screen instills a sense of belonging and community by displaying recent big wins that have occurred across slots and live casino games, offering a chance for players to connect with their peers and even compare their results if they feel in a little more competitive spirit. 

A special Football Forever section offers close to two dozen football-themed games, spanning various genres, including crash, slots, and even live dealer options. 

For players tired of the same experience recycled under a different name, 21.com is a signal that something meaningfully different has arrived.