GVC is ready to "go to war" with market leaders in US sports betting, starting with the September launch of the National Football League (NFL) season, its chief executive has said.
Although GVC's brands have yet to make a splash in the key state of New Jersey, the company says it is ready to rumble with market leaders FanDuel, DraftKings and William Hill.
"We're ready to go to war now in the US," said CEO Kenneth Alexander.
"There's a lot of noise about [how] we’re behind. This is going to be a long stretch."
Adding to that noise for the NFL season will be the debuts of UK bookmaker bet365, Canadian media group theScore and The Stars Group's Fox Bet, which is planning to spend $40m in New Jersey and Pennsylvania.