Entain

What Entain does

Entain plc is a FTSE 100 sports betting, gaming, and interactive entertainment group operating exclusively in regulated and regulating markets globally. The company runs a multi-brand portfolio of 35+ consumer-facing brands — including Ladbrokes, Coral, bwin, BetMGM, Partypoker, PartyCasino, Gala, Sportingbet, and regional operators such as STS (Poland) and SuperSport (Croatia) — across 30+ markets, generating £5.3bn in FY2025 group revenue through sports betting, iGaming, and retail betting operations. Its technology stack is built around proprietary platforms including Group BetStation (retail self-service deployed across 2,400+ shops and 12,000 terminals) and three in-house game studios (CR Games, Vertical Studios, Retrigger Games), supplemented by generative AI capabilities such as SportingBOT (launched 2025 in Brazil).

The business operates via three core revenue streams: online sports betting and iGaming (Online NGR £3.9bn), retail betting shops in UK/Ireland, and the 50/50 BetMGM joint venture with MGM Resorts International ($2.8bn net revenue FY2025, +33% YoY, now profitable). Entain monetizes through gross gaming revenue / transaction-fee economics on bets and wagers, with 98% of revenue from locally licensed markets under 130+ licenses across 40+ territories. Customer acquisition is driven by brand-led marketing, sports sponsorships (Birmingham City FC via Coral, Cheltenham Festival since 1974), grassroots sports investment (Pitching In), and a multi-channel digital presence. The company is headquartered in Douglas, Isle of Man, tax-resident in the UK, and employs approximately 14,000-15,000 people globally including technology operations in India and customer services in the Philippines.

Distribution spans online platforms, physical retail, and the BetMGM JV channel in the US. Strategic positioning emphasizes regulated-market exclusivity, scale-driven cost advantages, and brand portfolio diversification. The company is currently executing a portfolio rationalization (CEE divestiture to EMMA Capital, June 2026) alongside operational consolidation (BetStation full deployment, CFO transition from Rob Wood to Michael Snape) and AI-led product innovation (SportingBOT, Retrigger Games for BetMGM).

Name

Entain

Legal name

Entain plc

Website

https://entaingroup.com

Company type

Public

Founded year

2004

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Entain plc is a FTSE 100 sports betting and gaming operator running 35+ regulated-market brands including Ladbrokes, Coral, bwin, and BetMGM (50/50 JV with MGM Resorts) across 30+ markets globally, generating £5.3bn FY2025 revenue through online, retail, and US joint venture channels.

Ownership category

akta.pro rank

Product category

Sports Betting and Gaming

NAICS

Gambling Industries (7132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Payments, Wallets & Cashiering for Sports Betting (MPAEACAG)

Keywords

• Sports betting
• Online gaming
• IGaming platforms
• Retail betting
• Casino games

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Sports Betting: Core sports betting revenue from pre-match and in-play wagering across online and retail channels. Entain operates sports trading capabilities with proprietary pricing technology.
2. Online Gaming / iGaming: Digital casino and gaming products including slots, table games, poker, and bingo offered through online platforms and mobile apps.
3. Retail/Betting Shop Operations: Physical retail betting shops offering sports wagering, gaming machines, and related services across the UK and Ireland.
4. BetMGM Joint Venture: 50/50 joint venture with MGM Resorts generating revenue from US sports betting and iGaming markets. Net revenue of $2.8 billion in FY2025, up 33% year-on-year.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Entain is one of the world's largest sports betting and gaming groups, operating a diversified portfolio of 35+ iconic consumer brands across online and retail channels in regulated markets. The company offers sports betting (pre-match and in-play wagering), iGaming products (slots, table games, poker, bingo), and operates physical retail betting shops. Entain powers its brands with proprietary technology platforms including Group BetStation (retail self-service), in-house game studios (CR Games, Vertical Studios, Retrigger Games), and AI-powered features like SportingBOT, while serving the US market through the 50/50 BetMGM joint venture with MGM Resorts.

Product overview

Entain operates a diversified portfolio of sports betting and gaming products across multiple platforms and markets. The core offering consists of flagship consumer brands including Ladbrokes, Coral, bwin, Sportingbet, Partypoker, PartyCasino, Gala, Foxy Bingo, and regional brands like BetCity (Netherlands), SuperSport (Croatia), STS (Poland), Betboo, Neds, and Crystalbet. The company operates 35+ iconic brands tailored to local markets. Technology is differentiated through proprietary platforms including Group BetStation (retail self-service betting), in-house game studios (CR Games, Vertical Studios, Retrigger Games), and AI-powered features like SportingBOT. The 50/50 BetMGM joint venture with MGM Resorts operates sports betting and iGaming in the US. Entain CEE consolidates Central and Eastern European operations through joint venture with EMMA Capital. The company provides B2B services to third-party customers using its proprietary technology platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Pitching In: Grassroots sports investment programme supporting non-league football clubs in the Trident Leagues (Isthmian, Northern Premier, and Southern League)
• BetStation
• Retrigger Games
• CR Games
• Vertical Studios

Products and services

• Ladbrokes Leading UK sports betting and gaming brand offering full range of sports wagering and gaming options across retail shops and digital platforms.
• Coral Established UK sports betting and gaming brand offering sports wagering, gaming machines and online betting products.
• BetMGM US sports betting and iGaming brand operated as a 50/50 joint venture with MGM Resorts International, operating in 30+ US markets with mobile apps and retail sportsbooks at MGM properties.
• bwin Major European sports betting and gaming brand with strong presence across multiple markets in Europe.
• Partypoker Leading online poker brand offering poker games and tournaments to consumers globally.
• PartyCasino Online casino brand offering slot games and casino entertainment to consumers.
• Gala Bingo Bingo and gaming brand offering online bingo games, slots and community gaming features to consumers.
• Sportingbet International sports betting brand offering wagering across multiple markets globally, including Brazil where SportingBOT AI assistant was launched.
• BetCity.nl Dutch online gambling brand offering sports betting and gaming products to consumers in the Netherlands.
• SuperSport Croatian market leader in sports betting and gaming, operating as a subsidiary through the Entain CEE joint venture, holding 54% market share in Croatia.
• STS Poland's leading sports-betting operator, the largest bookmaker in Poland, offering sports wagering and gaming to Polish consumers.
• Betboo Latin American focused sports betting and gaming brand offering wagering products to consumers across the region.
• Neds Australian online sports betting brand offering wagering products to Australian consumers.
• Foxy Bingo Online bingo brand offering bingo games, slots and community features to consumers.
• CrystalBet Sports betting brand serving consumers in African markets.
• Eurobet European sports betting and gaming brand offering online wagering and casino products to consumers.

Quantifiable outcome

• FY2025 Group Revenue of £5.3bn, up 3% year-on-year
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, minor and major.

• EMMA CapitalcoreStrategic or Co-development Partner · 25 June 2026Joint venture partner for Entain CEE covering Central and Eastern European operations including SuperSport (Croatia) and STS (Poland). Entain sold 20% stake reducing holding from 67.5% to 47.5% with EMMA Capital increasing from 22.5% to 47.5%. Full exit from CEE planned.
• HabanerominorChannel Partner/ Reseller/ Distributor · 2 June 2026Malta-headquartered slots and table games supplier launching full game catalogue in Greece through Entain operator brands including Entain, Sisal, Sportium, and Betway. Over 175 slots, 13 table games, and 10 video poker titles.
• NeosframeminorChannel Partner/ Reseller/ Distributor · 27 April 2026Brisbane-based software company selected as client for marketing automation platform before completing beta. Platform automates production from asset creation to compliance review, versioning and deployment across Entain's Australia and New Zealand brands.
• TAB New ZealandcoreStrategic or Co-development Partner · 26 January 2026Long-term strategic partnership for TAB NZ brand operation as part of New Zealand's regulated gaming market development.
• Birmingham City Football ClubmajorGTM or Marketing Partner · 28 February 2025Coral brand unveiled as Official UK Betting Partner with multi-year deal through end of 2027/28 season. Includes goal sponsorship, fan park collaboration, pitch-side digital screens and perimeter boards at St. Andrew's stadium.
• Trident Leagues (Isthmian, Northern Premier, Southern)minorGTM or Marketing Partner · 1 December 2020Pitching In initiative as founding partner of Trident Community Foundation (TCF) investing £150k annually to enable clubs to engage in community-based projects.
• MGM Resorts InternationalcoreStrategic or Co-development Partner50/50 joint venture BetMGM operating sports betting and iGaming across 30 US markets. Entain provides technology platform, exclusive games, and products developed at in-house studios. BetMGM generated $2.8bn net revenue in FY2025 with $220m EBITDA.
• SportradarmajorTechnology or IntegrationPanel participant at ICE Barcelona discussing responsible AI application in sports betting. Sportradar provides real-time match data integrated into Entain's SportingBOT and other products.
• SportsAidminorGTM or Marketing PartnerUK charity partnership helping young British athletes with financial awards for training, equipment and competition costs. Entain has helped 201 athletes since 2019 partnership began.

Scale indicators16 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Kindred Group: Kindred operates Unibet, Maria Casino, and 32Red across European regulated markets with a similar online sportsbook and casino portfolio; comparable in scale, regulated-market focus, and European footprint to Entain's online business.
• Flutter Entertainment: Flutter operates FanDuel, Paddy Power, Betfair, and Sky Betting & Gaming — making it the largest global sportsbook and iGaming operator by revenue and the most direct head-to-head competitor to Entain across UK, Europe, and the US.
• DraftKings: DraftKings is a leading US online sportsbook and iGaming operator and BetMGM's principal US competitor, operating the same OSB/iGaming product categories as Entain's BetMGM joint venture.
• MGM Resorts International: MGM Resorts is Entain's 50/50 BetMGM joint-venture partner and a major US gaming operator with integrated resort exposure; comparable as a US OSB/iGaming counterparty and as a casino-led group with adjacent sportsbook ambitions.
• Caesars Entertainment: Caesars owns Caesars Sportsbook (digital) and the William Hill US assets, directly competing with BetMGM in US OSB/iGaming while operating a large US land-based casino footprint parallel to MGM's.
• Bet365: Bet365 is a privately held global sportsbook and iGaming operator with comparable product breadth (pre-match, in-play, casino) and similar focus on regulated markets, directly competing with Ladbrokes, Coral, and bwin across Europe.
• Betsson: Betsson is a Stockholm-listed online sportsbook and casino operator serving Nordic, Western European, and Latin American regulated markets, directly comparable in regulated-market strategy and product mix to Entain.
• 888 Holdings: 888 operates 888casino, 888sport, and William Hill International outside the US, with overlapping sports betting, casino, and poker offerings in regulated European markets where Entain brands such as bwin, Ladbrokes, and Coral compete.

Broad incumbents

• Light & Wonder: Light & Wonder is a leading iGaming content and platform provider (formerly Scientific Games) supplying game studios and aggregation to operators including Entain brands; comparable as a broader gaming-technology incumbent with adjacent sportsbook-adjacent content reach.

Others

• Sportradar: Sportradar supplies real-time sports data, odds feeds, and risk-management services integrated into Entain's SportingBOT and trading systems; comparable as a key enabling infrastructure and data partner in the same sports-betting value chain.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/entaingroup
• Facebookfacebook.com/Entaincareers
• LinkedInlinkedin.com/company/entain

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries14 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A15 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Entain