Entain completes the purchase of the bookmaker at eSports Unikrn

Operator Entain has completed the full acquisition of Unikrn’s assets. Thanks to this agreement, the company can now launch new electronic sports products for its customers in 2022.

The Unikrn technology, products, platform and brand were acquired by Entain and, together with its international team, will promote its launch worldwide. Expansion into this new market will be led by Justin Dellario, who recently joined Entain as Managing Director of eSports.

Among Unikrn’s products and services, U-Mode (which allows players to bet on their own matches) and Streamer Bet (real-time updated odds based on artificial intelligence for betting on Twitch streams) are the type of offer that attracted to Entain.

“Entain is all about creating interesting and innovative products for our customers. With Unikrn, we will now be able to offer competitive players and e-sports fans rewarding experiences around the games and events they love,” stated Justin Dellario.

With over 450 million adherents, the eSports sector is now considered highly popular. After noting that gamers are more likely to participate in sports betting and iGaming than others in the same demographic, Entain believes that many of the gamers have great potential to become new customers in other areas of their business.

Therefore, the company decided to extend its safer gaming initiatives and player protections to new customers in skills-based sports betting and interactive entertainment products.

The group has also partnered with organizations to provide support and awareness mechanisms for players at potential risk of developing game-related issues.

About Entain

Entain plc, formerly GVC Holdings, is an international sports betting and online gaming company. The group is listed on the London Stock Exchange and has brands such as bwin, Coral, Ladbrokes, PartyPoker and Sportingbet.