Gambling operator, Genting, has opted to bring its online product range together under a single brand, where its online casino, live casino and sports book will now be offered and available under the GentingBet name.

The new website and accompanying GentingBet app will feature new tools, as various as games and a wider range of sports betting markets.

GentingBet’s range of casino games will be expanded to feature additional titles from new partners NetEnt, as well as Play’n GO and Red Tiger.

Customers will also have access to a selection of live casino games, streaming live coverage of table games at the operator’s land-based casinos in major cities such as Birmingham, Edinburgh, Manchester and London.

The GentingBet sportsbook will offer betting options which will spread across a range of top sports markets in addition to the virtual sports games, which will include expanded coverage of motor sports and cycling.

Genting aims to use the new brand in order to grow its presence in key European territories where it will be generating revenue, such as its core UK market. The brand will also be used in other countries where it is pursuing a licence, such as in Malta and Spain.

Genting online managing director, Jeremy Taylor, said: “Following significant research and development, we’ve created a user-friendly and intuitive experience which we believe provides our customers with a truly world class digital offering.

“We have also continued to place the highest priority on our commitment to responsible gambling. Through the tools we have in place on the website we have ensured our new gaming environment exceeds the expectations of the regulator rather than simply complying with the minimum requirements.”

“And, as part of our evolution we’re constantly refreshing and refining our product offering to ensure we provide the best selection for our customers.”