Malaysia’s biggest gaming and leisure group has chosen the U.K. as the place to take on the likes of 888.com, liveroulette.com and smartlivecasino.com in the online arena.

Genting, which owns UK casino chain Stanley Leisure, is set to flick the switch the new site on Friday, the Reuters News Agency reported.

The move shows the potential of the online industry, even after the U.S. effectively banned internet betting in September 2006.

Failures

Reuters said a gaming industry source claimed the new site would also be a testing ground for potential launches in Asia where a number countries are in the process of reviewing online gambling rules.

Stanley has tried to go online before but suffered a series of costly failures. This  time around they will buy software from London listed Playtech. It is not yet known if this will be an entirely software-driven venture or whether the new site will use live presenters like Smart Live Casino or Live Roulette

Reuters said Genting planned to launch the new site at its Beach Club casino in London’s Mayfair on Thursday.