Entain to scale back B2C operations at Unikrn – Esports

Entain Announces Strategic Realignment of Unikrn Esports Betting Division

In a significant development within the gambling sector, Entain has declared plans to scale back its business-to-consumer (B2C) operations under its Unikrn esports betting platform. This decision is part of a broader strategy to reposition its esports offering, reflecting the dynamic nature of the industry.

Entain, a leading player in the global gaming market, acquired Unikrn in October 2021, aiming to enhance its footprint in the burgeoning esports betting sector. The brand was subsequently relaunched in December 2022, with ambitions to penetrate more regulated markets around the globe.

However, less than a year after this ambitious relaunch, Entain has opted to recalibrate its approach. In an official statement to iGaming Business (iGB), the company indicated a shift away from direct-to-consumer operations within Unikrn, underscoring its objective to maximize operational efficiency and align with growth strategies.

“This realignment is intended to ensure our business is structured as effectively as possible, enabling us to best deliver on our strategy and growth plans,” stated Entain. “Unikrn has developed an industry-leading offering in esports betting, and we believe there are substantial opportunities to integrate these capabilities with our established global brands.”

Despite the announcement, Entain has not provided additional insights into the future direction of Unikrn or its operational strategies.

Entain’s Acquisitions: A Focus on Mergers and Acquisitions (M&A)

This announcement aligns with Entain’s ongoing commitment to an assertive M&A strategy, aimed at bolstering its market position and technological capabilities.

Recently, Entain finalized its acquisition of Angstrom Sports, a specialist in sports modeling, forecasting, and analytics, with the deal valued at up to £203 million (€234.7 million/$247.2 million). An initial payment of £81 million has been made, reflecting Entain’s investment in advanced data analytics to enhance its offerings.

Moreover, Entain’s portfolio has expanded significantly with other strategic acquisitions, including the purchase of Croatia’s leading sportsbook operator, SuperSport, at the end of 2022, as well as the acquisition of Polish sportsbook operator STS Holding.

Additionally, Entain is pursuing a series of bolt-on A&M transactions, including the recent acquisition of Tiidal Gaming NZ for CA$13.2 million. This acquisition has allowed Entain to integrate esports-centric betting products with its existing Unikrn offerings, creating a robust suite of esports capabilities.

Earlier this year, Adam Greenblatt, who has led the BetMGM initiative since its inception in 2018, highlighted the critical role of technology and product-focused acquisitions in the contemporary gambling landscape during an interview with iGB.

The strategic moves by Entain underscore the company’s commitment to tapping into the burgeoning potential of esports and sports betting, ensuring it remains at the forefront of innovation in the rapidly evolving gambling landscape.