DMG Media relaunches gaming brand as Metro Play
Urban newspaper brand launches mobile-focused gaming offering featuring content from IGT and Microgaming
DMG Media has announced that its gaming arm, formerly known as ME Gaming, has been relaunched as “the ultimate urban mobile gaming destination” Metro Play, with Metro Play Casino its first product to go live.
The media conglomerate, which owns the Daily Mail and Metro newspapers, has launched across smartphone, tablet and desktop, with a particular focus on mobile, powered by a back-end solution provided by EveryMatrix and IGT and Microgaming software.
Users can access a browser-based casino featuring a personalised homepage where players can store favourite games and see recommendations based on their preferences. The system also allows Metro Play to target players with tailored promotions, helping attract both casual and serious players.
The site is licensed by the Alderney Gambling Control Commission and is the latest incarnation of DMG Media’s gaming offering, previously ME Gaming, which won the White Label Partner trophy at the 2010 eGaming Review Awards.
Metro Play’s executive director Jamie Walters said that the site was “created in response to the continuing growth in consumer demand for gaming” and that Metro’s core urban audience makes up the largest percentage of the UK online gambling player base. He explained that the offering is “something truly unique for customers and the team and I are proud to bring our casino to market.”
The media brand’s managing director Linda Grant added that the launch “helps further Metro’s consumer cross-platform entertainment offering, giving consumers more reasons to engage with Metro more often, throughout the day.”