Former BetVictor CEO Michael Carlton is back in the gambling scene with a new venture focusing on crypto and emerging technology. His latest project, 21.com, has been built from the ground up, offering a casino and sportsbook built for players who want crypto payments, faster interfaces, and a more bespoke experience.
AI Will Play a Central Role in the Project
According to Carlton, starting from scratch allows for quicker adjustments with fewer technical constraints. Many established operators are still working off infrastructure built before crypto went mainstream. In contrast, 21.com is trying to position itself as a business that reflects the way people gamble today, not a decade ago.
One of 21.com’s greatest strengths is that it is being developed for the current market, rather than an afterthought adaptation of an existing one.
Michael Carlton, 21.com founder and CEO
Artificial intelligence is another central part of the project. Carlton did not provide many details in his official press release, but stressed its importance in defining the customer experience. This could be anything from personalized offers to smarter behind-the-scenes risk management. Carlton made it clear that automation and data will aid in decision-making across the platform.
This newest project is very ambitious. Carlton noted he wants 21.com to be among the top three operators in each market it enters within two years. It is a bold statement, especially in an industry where newcomers must overcome brand loyalty, strict regulation, and licensing conditions. However, Carlton is no stranger to scaling a business. He was the driving force behind BetVictor’s transformation from a traditional bookmaker to a major online operator.
Crypto Betting Offers Unique Opportunities
21.com appears to be taking a cautious stance regarding which jurisdictions it enters. For example, UK regulations preventing the use of cryptocurrency to fund gambling platforms could limit some of the platform’s functionality. Meanwhile, crypto-friendly markets might allow easier access but are usually more volatile and feature greater competition from similar crypto-focused operators.
Carlton’s newest move comes with certain risks. Crypto gambling remains a grey area in many regions, and regulators are still deciding how to handle digital currencies in betting environments. Any international expansion must take such regulatory obstacles into account. However, Carlton remains confident that the expertise of 21.com’s leadership team will help overcome such hurdles.
With a team of industry-leading experts with the motivation and ability to achieve our goals, 21.com can take advantage of new technologies to become a market leader.
Michael Carlton, 21.com founder and CEO
Despite the potential setbacks, the timing could work in Carlton’s favor. The number of people interested in crypto betting continues to rise, especially among younger users who are comfortable with digital wallets and decentralized finance. 21.com’s success will largely depend on engaging with that audience and standing out amid the competition.