GVC Rebrands as Entain

This story was published more than 3 years ago.

Online betting giant GVC Holdings has rebranded itself as Entain plc after obtaining shareholder approval on December 9th.

The company said that the name change is the result of the company's "fundamental changes" that the group has experienced as well as within the gambling industry as a whole. 99.6% of shares held in the company (451,684,669) voted in favor of the change, while 0.4% (178,554) opposed the move.

This change is merely for the parent company, as the brands it carries (bwin, Ladbrokes, Coral, partypoker, FoxyBingo, and BetMGM) will not change in any real way. Entain is working to expand operations in the United States with its BetMGM being the flagship in that market. The company also announced that they are withdrawing its brands from unregulated markets in an effort to shore up support for when it wants to enter regulated markets that it is not participating in.

A company statement on the name change shared that: "This new identity will represent a new chapter for the Group under a re-energised management team, and reflects the Group's ambition to be the world leader in sports betting and gaming entertainment."

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About the author

Therese Williams // UK Correspondent
Therese Williams
Therese is a fervent fan of slot machines and pub fruities, often trying her luck at some of the top online casinos. She covers news for Casino Listings with a focus on the UK and Europe. Therese studied arts and creative writing at university and has written for newspapers in the UK.
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10 December 2020 - 3:05pm

I totally get this. I always thought GVC was a weird name, so seeing a name brand change makes sense to me. Although... there are a lot of groups with "Entertainment" or some variant put into their names. I get why, but I don't like it.