Financial terms of the deal between Entain and Unikrn, announced in August, have not been disclosed. However, this agreement will enable Entain to launch new esports products in 2022. Unikrn’s international team of 50 employees will remain with the company and lead the global expansion of Entain’s esports offerings. Justin Dellario, previously from Twitch and now the managing director of Esports at Entain, will oversee the company’s expansion in the esports market.
Entain’s focus is on creating exciting and innovative products for its customers. With the acquisition of Unikrn, Entain will be able to provide rewarding experiences to competitive gamers and esports enthusiasts. Unikrn, founded in 2014 as an esports betting operator, offers various products such as U-Mode for betting on ranked matches and Streamer Bet, an AI-powered system that updates odds for betting on Twitch streams.
This acquisition also allows Entain to extend its safer gaming initiatives and player protections to new customers in skills-based wagering and interactive entertainment products. Through its not-for-profit Entain Foundation, the company has partnered with external organizations, such as the Counter-Strike Professional Players Association, to provide education and support to players at risk of gaming disorder in esports.
In addition to the deal with Unikrn, Entain recently received a takeover proposal from US betting giant DraftKings. After an initial offer was rejected, DraftKings came back with a new proposal valuing Entain at £16.40bn. Entain reported a 4% increase in group net gaming revenue for the third quarter of its 2021 financial year, attributed primarily to growth in its online sports betting division.
