Entain Purchases eSports Group Unikrn

Online gaming giant Entain announced this week that they've come to terms to purchase eSports betting group Unikrn for about £50 million.

Unikrn is based out of Seattle and facilitates betting on different video game events. Such betting is growing rapidly and appeals to a younger generation of bettors, who may not be as keen to bet on standard sporting events or play traditional casino games. For Entain, this growing industry serves as an opportunity, with the outlook being that eSports and social gaming could hit a $20 billion cap at some point in the future.

The purchase will see former Twitch executive Justin Dellario leading the new eSports division of the company, which also boasts investors like Ashton Kutcher and Mark Cuban.

Speaking to CNBC about the deal Entain CEO Jette Nygaard-Andersen noted: "We can triple our business here, just looking at how this market will multiply. And it's all about more spent, more engagement, more fun for the customers."

Entain was formerly known as GVC and holds large brands like bwin, Ladbrokes, Coral, and others. There has been recent speculation that MGM is attempting to purchase the company with a new bid after a former attempt of $11 billion was rejected earlier this year.

We're following this story andy will be updating readers as we learn more.

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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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13 August 2021 - 6:58pm

Entain seems to be on a roll with their purchases! I don't know too much about Unkrn but I've seen their name around. And I'm sure there's a good reason why Entain wanted to buy them.

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16 August 2021 - 6:08pm

Entain is getting in on that competitive Donkey Kong money.

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