It is no secret that 32Red Casino has been trying to boost the online performance of BetDirect since first acquiring the internet sportsbook. A difficult challenge to say the least, 32Red has reported that a relocation of BetDirect's operations to the online gambling friendly territory of Gibraltar are now complete. Furthermore, 32Red has recently launched their very own sportsbook to complement their highly regarded online casino.

Despite a drop in player yields by 45% in 2006 - which was not good for shareholders - the number of 32Red's active players were up by approximately 90% than the year prior. 32Red Casino CEO, Ed Ware, has openly admitted that the company's reputation has been chipped in terms of being a high revenue generating business, but that the company is already seeing things shift. The players, however, do not seem to mind the least bit. Although many of them are spending less, many of them are winning more, which has done wonders for making 32Red one of the most favored online casinos on the Web.

From an investors perspective, the key for 32Red now is to get BetDirect and their new sportsbook generating revenue. The £12.5 million acquisition of BetDirect from Sportech last year has not been a smooth ride so far. Ware pointed out that BetDirect had several things needing fixing, the largest of which was a lack of investing in the online sector. BetDirect primarily received its business via the telephone and interactive television, which still was not generating enough revenue to take advantage of BetDirect's full potential.

With 32Red's online sportsbook working in conjunction with BetDirect, the company is hoping to compete with the like of sportsbooks like Paddy Power. Both names are well-branded and cater to slightly different sectors of the online gambling industry, which is precisely why 32Red will apparently be sticking around in the UK and Ireland. The company is planning to follow up on expansion strategies in Asia, but says they will be concentrating on catering to UK punters.