Leading sports betting and igaming operator Entain has laid out its goals of becoming a ‘world leader in sports betting, gaming, and interactive entertainment,” thanks to its acquisition of the technology platform, products and team of Unikrn.
Entain’s purchase of Unikrn is expected to be finalized later this year, and comes amid the appointment of Justin Dellario to lead its efforts in driving growth across this area.
Dellario is named as Entain’s head of esports and will report to Sameer Deen, who joined the company as its chief strategy officer and president of new ventures. Both appointments were made in hopes of helping drive the company’s growth into interactive entertainment.
“The worlds of media, entertainment and gaming are converging. Customers want a richer experience, including more content interactive experiences new and free to play games, as well as social content,” Entain said in a press release.
Aside from asserting its goals of building “the first scalable platform to address this market,” the operator also says that it has identified “a clear opportunity in the casual mobile gaming market.”
Enumerating the potential of social casino, and “many different games categories,” Entain believes that these could increase acquisition and engagement, as well as its growing customer base, increasing retention and revenues.
“Entain has built a powerful platform combining our industry leading technology, people and capabilities that is driving significant growth in our existing markets, including the US, but also enables us to grow into new and emerging markets and opportunities related to our core areas of expertise,” Jette Nygaard-Andersen, CEO of Entain, said.
“Our platform enables us to meet the evolving needs of our customers as we capitalize on the convergence of media, entertainment and gaming to extend into interactive entertainment,” he added.
Andersen also went on to explain that the markets they address have the potential to be even more larger than it is today.
“One exciting opportunity is the growing esports skill-based wagering market. We are building the first scalable platform to address this market and I am delighted that Justin Dellario is joining us to lead our growth in this new area,” Andersen explained.
“By leveraging the opportunities in front of us, focusing on the customer and expanding our acquisition funnel by creating powerful customer engagement flywheel effects, we have many years of growth ahead that will drive significant incremental value for our stakeholders,” he added.