Entain completes purchase of esports betting operator Unikrn

Operator Entain has completed the full acquisition of Unikrn’s assets.

Courtesy of this deal, Entain is now able to launch new esports products for its customers in 2022.

Unikrn’s technology, products, platform and brand have been purchased by Entain and, together with its international team, it will spread its launch worldwide. The push into this new market is to be led by Justin Dellario, who has recently joined Entain as Managing Director of Esports.

Among Unikrn’s offer of products and services, U-Mode (which enables gamers to bet on their own ranked matches) and Streamer Bet (AI-powered real-time updating odds for betting on Twitch streams) are the kind of offerings that have attracted Entain.

Dellario said: “Entain is all about creating exciting and innovative products for our customers. With Unikrn, we’ll now be able to offer competitive gamers and esports fans alike rewarding experiences surrounding the games and events they love.”

With over 450 million gamers, esports is now considered a mainstream sport. After noting that video gamers are more likely to participate in sports betting and iGaming than others in the same demographic, Entain considers that many of the gamers have strong potential to become new customers in other areas of its business.

Therefore, Entain has decided to extend its safer gaming initiatives and player protections to new customers across skills-based wagering in sports, and interactive entertainment products. The group has also forged partnerships with external organisations to provide education and support to players at potential risk of gaming disorders.

It remains to be seen just how effective this work is, or whether these measures are simply put in place for the organisation to remain ‘compliant.’


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