Former BetVictor chief Michael Carlton has made a bold claim about his new venture ‘21.com’ - stating that it “will be one of the top three operators in every market it operates and in the world within two years”.
Carlton worked at BetVictor for 17 years, from 1997 to 2014, helping the operator navigate the fledgling days of online gambling. Now, highlighting an AI-powered approach and modern technology, Carlton is confident that 21 will soon become a dominant player in the gaming industry.
Carlton claimed: “21.com will be one of the top three operators in every market it operates and in the world within two years.
“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.”
Carlton, who also served for a year as CEO at eNexus Group, founded 21 in September 2025, and is more than confident in the brand’s future.
He continued: “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 has embraced AI to deliver unparalleled customer experiences.”
