Global sports-betting, gaming, and interactive entertainment group Entain has acquired esports betting company Unikrn for £50m ($68.9m). The acquisition includes Unikrn’s technology platform, products, and team. Entain aims to capitalize on the growing esports market and estimates that esports wagering and social casino-related markets could reach an incremental $20bn or more by 2025. Justin Dellario, former VP of content and esports for Twitch, will lead Entain’s esports efforts.
Acquisitions in the esports betting industry are becoming increasingly common as traditional sports bookmakers recognize the potential of esports. BetMGM offered to purchase Entain for $11bn, but the offer was rejected. Bally’s Corporation also attempted to acquire Allied Esports Entertainment, the owner and operator of HyperX Esports Arena in Las Vegas, for approximately $100m. It is expected that more acquisitions will occur as states in the US pass legislation allowing online wagers on esports.
However, some operators prefer to collaborate with esports organizations rather than acquiring betting companies outright. For example, Betway partnered with G2 Esports for a two-year collaboration, focusing on fan promotions and creating content. Additionally, igaming brands like Leo Vegas have integrated esports into their offerings by partnering with esports data and technology companies like Abios. These partnerships and integrations allow operators to tap into the esports market without making acquisitions.
