21.com has launched as an online casino and sportsbook operator under the leadership of founder and CEO Michael Carlton, with plans to expand across multiple international jurisdictions.
The company said it will focus on combining experienced management with technology-led operations, including the use of artificial intelligence, as it seeks to grow its presence in the iGaming sector.
Carlton has worked in the gambling industry since 1997 and previously served as CEO of BetVictor for 17 years. Before entering the sector, he spent 13 years at EY as a Chartered Accountant and has since invested in several betting and gaming businesses.
Commenting on the launch, Carlton said: “Having started in the gaming industry prior to 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 experience to the player.”
According to the company, 21.com intends to combine established industry experience with a newly built platform and is targeting expansion during 2026 and beyond. The operator said it aims to use technology and product development to support customer acquisition and retention across its target markets.
“One of 21.com’s greatest strengths is that it is being developed for the current market, rather than an after-thought adaptation of an existing one. Many operators have been around for a long time and continue to be defined by legacy platforms and pre-crypto payment customer journeys that existed long before the modern technical tools that exist now became a reality. 21.com has embraced AI to deliver unparalleled customer experiences.
“With a team of industry leading experts with the motivation and ability to achieve our goals but without any legacy systems, 21.com is able to take advantage of new technologies to become a market leader in the gaming industry”.
“21.com will be one of the top three operators in every market it operates and in the world within two years,” says Carlton.
“Challenges take all forms, whether they be technical, regulatory, creative, competitive, or resource-related,” he says, “but they can all be overcome with a positive mindset and determination plus a sense of humour.”
