Former BetVictor chief Michael Carlton has launched a new igaming brand called '21', making a bold claim that it will become one of the top three operators in every market it enters and globally within two years. Carlton, who spent 17 years at BetVictor from 1997 to 2014, helped the operator navigate the early days of online gambling. Now, leveraging an AI-powered approach and modern technology, he is confident that 21 will quickly become a dominant player in the gaming industry.
Carlton's Vision for 21
“21.com will be one of the top three operators in every market it operates and in the world within two years,” Carlton stated. He added: “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.”
New Brand Founded in 2025
Carlton, who also served as CEO of eNexus Group for a year, founded 21 in September 2025. He expressed strong confidence in the brand's future, noting that many existing operators are hindered by legacy platforms and outdated payment systems. “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,” he explained.
AI-Driven Customer Experience
“21 has embraced AI to deliver unparalleled customer experiences,” Carlton said. The brand aims to differentiate itself by using AI to personalize player interactions, moving faster than competitors still reliant on older systems. According to Carlton, this technological edge will enable 21 to rapidly ascend the ranks in a competitive market.
