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Malta-based online operator Casumo has confirmed that it will be expanding into the UK betting market after launching its new sportsbook which will be made available on mobile, desktop and via the Casumo Sports app.

The new launch will allow punters to personalise their betting experience upfront by selecting their favourite sports and leagues.

“I am excited to be able to bring Casumo’s approach to UK sports fans,” stated Greg Tatton-Brown, country manager for the UK. “We have put the player front and centre in the development of a sportsbook product that is approachable and user-friendly.”

The news of a UK expansion comes at a time when Casumo has revealed how its partnership with Championship-side Reading FC has helped benefit a number of causes.

In addition to dedicating more than half of its messaging to responsible gambling via its Casumocares.com initiative, the company has worked with Reading FC to support special events such as Remembrance Day and the Rainbow Laces Campaign.

Adorning the from of the Reading shirts, as well as LEDs, programme adverts and posters across the stadium, during the 3-2 home defeat by Birmingham, an auction of the strips subsequently raised over £3,000 for GamCare’s BigDeal Programme.

Mike Kenward, development director at GamCare, commented: “This donation towards our important work with young people is very much appreciated. Our BigDeal programme gives young people the facts about gambling so that they can go on to make safe and informed choices about gambling should they choose to participate in the future.”

Furthermore, Casumo also changed their front-of-shirt logo in support of the Rainbow Laces campaign last year, and donated their shirts to the local LGBT charity, Support U.

“Its commendable to see a gambling brand using a sponsorship for good causes,” said Nigel Howe, chief executive at Reading Football Club.

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“I hope that others will follow suit to drive positive change for the gambling industry. We’re thrilled to be partnered with Casumo in all its efforts to support our team, its fans and the Reading community.”