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Gambling start-up JNS Gaming has unveiled LynxBet, a new brand targeting customers across multiple territories in North and South America and other unregulated and pre-regulation markets.

The brand will offer sports betting and online casino to its customers, with an emphasis on providing localised services to different markets through the use of multi-language customer support and regional teams.

LynxBet will also offer localised payment methods in each jurisdiction, and crucially, will accept deposits and withdrawals using cryptocurrency. A LynxBet Canada profile was registered on Twitter this month. 

JNS Gaming is an investor-backed start-up led by CEO Jeremy Taylor, who is the former managing director of Genting Casinos UK and group marketing director of Betsson Group.

The firm’s investors are already embedded within the crypto space having launched another crypto gambling start-up in Freebitco.in. They have also released their own gambling-focused cryptocurrency called the FUN token.

LynxBet operates under a Tier 1 Isle of Man gaming licence and has pledged to provide responsible gambling tools to its users, including self-exclusion, time-out facilities and deposit, wager and loss limits.

It expects to announce further partnerships with brand ambassadors over the coming months as it develops a regional and localised marketing approach.

The brand is built on Aspire Global’s proprietary offering. It relies on the supplier’s PAM, managed services and content aggregation platform powered by Pariplay, as well as the BtoBet Sportsbook.

Commenting on the launch of LynxBet, Taylor said: “Following months of hard work behind the scenes, introducing LynxBet to the marketplace is an exciting moment for JNS Gaming. We understand how competitive and saturated the iGaming industry is, which is why we devised an immersive platform that offers something alternative for players to explore.

“Simply put, JNS Gaming is an iGaming start-up like no other. We are very ambitious and truly believe that our unique user journey will captivate players worldwide. Over the coming months, we will be revealing more developments that will illustrate our desire to propel LynxBet to new heights.”

Tsachi Maimon, CEO of Aspire Global, added: “JNS Gaming has done a remarkable job in developing such an immersive digital environment with its new LynxBet brand.

“While the group has focused on developing a fascinating online portal that will resonate with a wide audience, Aspire Global provides the new operator with a complete iGaming solution and significant B2B and B2C experience to build from,” he added. 

LynxBet said its user experience is “inspired by the growing influence of the metaverse”, and “combines a mix of escapism, vibrancy and animations to offer a fun and responsible iGaming experience, with users invited to explore a variety of environments that are determined by the multitude of verticals on offer.”

Upon registering an account with the brand, users are invited to visit one of several ‘islands’, with each one representing a different vertical. All areas of the website are tied together by the brand’s Lucky Lynx mascot, which resembles a digital artwork.

At present, the site is optimised for mobile and desktop UX. There is no headset capability to incorporate the AR and VR elements that are currently associated with the metaverse experience.

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