BetVictor is to cease the operation of its in-house live dealer games with plans to go with a third party provider.
The proprietary live games launched in April 2013 but have not gained the popularity to justify the cost in running them.
A BetVictor spokesperson said, “This decision has not been taken lightly; we need to ensure the long term sustainability of our business and our structure needs to follow this strategy.
"Unfortunately the cost of operating our own live casino did not generate sufficient value to justify continuation. The business had undergone a full review process; operating our own live-casino did not deliver sufficient value in innovation or differentiation to justify its cost when compared to third party providers.”