Entain will acquire Angstrom for a total of £203.0m. Angstrom offers predictive modelling and pricing services to sportsbook clients, primarily in the US market. This acquisition will enhance Entain’s analytics, risk, and pricing capabilities for its US operations, including BetMGM. Customers can expect improved sports betting experiences with more betting opportunities, optimized parlay and in-play products. The acquisition is expected to be completed in Q3 2023.
Entain CEO Jette Nygaard-Andersen expressed excitement about the partnership, mentioning the significant opportunities it will bring to BetMGM’s US sports betting offering, especially in parlay and in-play wagering. Angstrom CEO Sion Colley mentioned the shared passion for innovation and how the partnership will bring unique and exciting betting opportunities to US sports betting customers.
Entain has been focused on expanding its product offerings through strategic mergers and acquisitions. In June, the company acquired Tiidal Gaming NZ, which added esports betting products to its portfolio. This move further strengthened Entain’s presence in the esports betting vertical. Other operators in the industry, such as Fanatics Betting and Gaming, OpenBet, and Kambi, have also pursued M&A strategies to support their expansion goals.
Overall, the industry is witnessing a buyer’s market, with operators looking to acquire assets in technology and products to enhance their offerings and drive customer engagement and retention.
