Entain Adjusts Strategy: Reduces Unikrn's B2C Operations

In a strategic maneuver, global gambling entity Entain unveils plans to recalibrate its approach to B2C operations at Unikrn, aiming to enhance its esports offerings further.

Repositioning Unikrn

Entain's acquisition of Unikrn in October 2021 marked the company's intent to fortify its foothold in the esports domain. After the purchase, December 2022 saw the brand relaunch, establishing an expansive presence in globally regulated markets. However, in a surprising turn, less than a year post-relaunch, Entain is treading cautiously.

Communicating to iGB, Entain articulated its decision to curtail direct-to-consumer operations at Unikrn. The intent behind this shift, as explained by Entain, is to "ensure effective business structuring, aligning perfectly with their overarching strategy and growth blueprints."

Highlighting Unikrn's prowess in esports betting, Entain acknowledged the vast opportunities available to amplify these capabilities via its global brands. Details on the future roadmap for Unikrn, however, remain under wraps.

Entain's Acquisition Spree

Entain's statement concerning Unikrn needs to be more standalone. It parallels the company's pronounced emphasis on its merger and acquisition (M&A) activities. Fresh off its recent acquisition of Angstrom Sports - a master in sports modeling, forecasting, and analytics - Entain shelled out an initial £81.0m for a deal valued at a staggering £203.0m.

2012's end witnessed Entain acquiring SuperSport in Croatia. Additionally, a strategic acquisition of the Polish sportsbook juggernaut STS Holding further signifies Entain's aggressive M&A outlook. Bolstering its esports betting arsenal, Entain also took ownership of Tiidal Gaming NZ earlier this year, bringing on board several esports-optimized betting products, complementing its Unikrn portfolio.

A Future Fueled by Tech and Product Deals

Adam Greenblatt, the critical player steering the BetMGM venture since its inception in 2018, expressed to iGB the criticality of technology and product-centric deals within the industry. This perspective underscores Entain's drive to continuously innovate, adapt, and reposition to remain a front-runner in the ever-evolving gambling landscape.

Entain's recalibration of Unikrn's B2C activities forms part of a broader strategic narrative. With a keen eye on the future and a proactive approach to capturing market opportunities, Entain's evolving strategy looks set to keep them at the pinnacle of the global gambling industry.