21.com Aims for Top Three Global Crypto Gambling Position, Says Founder Michael Carlton

21.com, the new online crypto casino and sportsbook founded by Michael Carlton, is targeting a podium position among global crypto gambling operators within the next two years. Carlton, previously co-owner and CEO of BetVictor for 17 years, states the ambition is supported by modern technology, a memorable international brand, and rapid expansion into emerging markets, particularly across Africa. The company’s tech-driven approach and founder's industry experience underscore the belief that this target is ambitious but feasible.

Ambitions for 21.com: Targeting a Podium Position

Michael Carlton describes 21.com’s goal as becoming a top-three player in every market where it operates. According to Carlton, this means not only aiming high, but ensuring the company avoids becoming a "tier-two also-ran." The press release for the launch explicitly stated the operator’s plan: "to occupy a podium position in every market" and to be a global top-three crypto gambling operator within two years. "It’s ambitious and significant but I think it’s more than achievable," Carlton asserts, pointing out the advantages of being unconstrained by legacy technology and the benefits of leveraging a purpose-built, modern tech stack.

Proprietary Tech Stack and AI-Driven Experience

A key differentiator for 21.com is its technology, which Carlton claims is "state of the art" due to being built from scratch. Unlike legacy, fiat-based operators, 21.com has adopted an entirely contemporary platform.

• AI applications: Artificial intelligence is integrated from the outset, with use cases focusing on tracking customer journeys, understanding preferences, and enabling faster adaptation to changing demands.
• Personalisation: The system delivers tailored experiences, with customer feedback described as "really positive" even in these early stages.

"We have the freedom to use whatever modern technology we want. We are creating a faster, more personalised customer experience. That leads to opportunity," Carlton said in a video call from Gibraltar.

21.com’s approach enables speed, responsiveness, and an ongoing ability to adjust product offerings, something the founder believes is critical in a sector where customer expectations shift rapidly.

Brand Value: The 21.com Domain

The acquisition of the 21.com domain forms a central part of the operator’s global brand strategy. Its reference to blackjack and its simplicity make it a "prized asset in gambling circles." Carlton declined to specify how much was paid for the domain, only stating, "I’d rather keep that confidential."

• Market estimates provided by external AI tools (Gemini and Claude) suggest a valuation range from $500,000 to $3 million.
• Carlton emphasises value extraction over cost, indicating that the brand is foundational to 21.com's business model: "It’s the value we’re going to extract, and it’s going to be a foundation stone of our business."

The intent is to support the operator's international aspirations with an easily recognisable and memorable brand.

Competitive Landscape: Learning from Market Leaders

Crypto casino analytics from Tanzanite.xyz position Stake as the market leader in deposit volume, followed by Roobet. Both are established names, but Carlton points to recent rapid growth from newer entrants like Rainbet (launched 2023) and Duel (2025), both reaching top rankings in a short period. He intends for 21.com to replicate this disruptive growth.

When asked about Stake, which Forbes reported generated $4.7bn in 2024 revenue, Carlton said: "I won’t say their technology is old, but ours is today’s technology. It’s being built today and is state of the art." He acknowledges the operational scale of established businesses but believes 21.com’s modern approach can create an edge.

Market Entry and Licensing: The African Focus

The UK Gambling Commission automatically blocks 21.com from the UK market. Instead, the operator is currently licensed in Anjouan, part of the Comoros archipelago. Carlton confirms the company holds "numerous licences across Africa" and has already launched in Nigeria, Angola, and Mozambique. The two-year plan is to achieve "significant coverage over Africa."

• Sub-Saharan Africa provides significant opportunity, with an estimated 1.3 billion people and a predominantly young population.
• Among leading local operators are Super Group (owner of Betway and Spin), SportyBet, Bet9ja, and betPawa.
• The local market typically focuses on football, low-stakes accumulators, and jackpot multipliers. Carlton also notes a growing, affluent middle class whose betting patterns differ from the mass market.

Team, Product Roadmap, and Operational Approach

The 21.com remote team currently numbers in the triple digits and is expanding rapidly. Carlton stresses the importance of recruiting "good quality people" who align with the company’s ambitions. The product roadmap remains under wraps, but the focus is on customer-driven innovation.

"We’ve got people working long and hard to come up with new products the customer wants. This is not new products just for the sake of it," Carlton states. "It is about enjoyment because we’re in the entertainment business, and we’ve got to deliver what the customers want."

Carlton acknowledges the challenges of launching a new operator in a competitive industry, referencing his previous experience at BetVictor and his years as a chartered accountant at EY. "Newcomers to this industry – it’s not for the faint-hearted," he remarks, highlighting the complexity and competitiveness of global iGaming.

Outlook for 21.com and the Crypto Gambling Market

Carlton summarises the journey so far as "always harder than you think," but insists that pushing relentlessly is essential for achieving leadership. Industry observers, including BetHog founder Nigel Eccles, have pointed out recent growth plateaus in crypto gambling due to market saturation and reduced crypto market exuberance. Despite this, Carlton views 21.com’s fresh approach and technology as crucial for standing out in a crowded space.

For insights into similar operators and markets, readers can refer to our casino and b2b sections for background on new launches and technology partnerships.