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Entain Moves into North America

Entain is one of the most successful casino gaming groups on the planet – and they are now aiming to penetrate the North American gaming market. Despite a failed acquisition of the group from the USA’s MGM Resorts, the two companies remain committed to exploring the USA’s commercial gaming opportunities – and Entain will go it alone to explore the Canadian market further.


Who Are Entain?


Entain is a British gaming and sports betting company that recently rebranded from GVC Holdings. The entity is a hugely successful gambling outfit and owns some of the world’s most well-known bookmakers and casino sites. For example, BWin, Ladbrokes, Coral and Sportingbet are just some of the household gambling companies under their wing.


Their products and services are available across the world in various forms. They were already present in North America to some degree as an online casino serving the Canadian market. And they do have some projects with the famous MGM Resort company, who were trying to purchase Entain earlier this year.


What Is the Flagship Product?


Entain has many successful gambling businesses, but their flagship platform since 2020 and possibly previous to that is an online casino website. The successful online casino site, PartyCasino, has been plugging the gap for their physical businesses during the events of 2020. It boasts some of the best live dealer games, slots and much more on the market right now, from developers like Microgaming and Evolution Gaming.


Lobbying for North American Casino Licenses


The company’s latest move is to lobby for casino licenses in North America. The USA has recently passed laws to make the gambling and gaming market more accessible to outsider companies like Entain. Similarly, they are applying to have a license in Canada, which has complicated legal gambling laws that allow them to be present in Canada already without a permit. Their desire and application for a Canadian license align with the company’s ethos to only operate in 100% regulated markets.


This would follow on from Entain becoming the first global sports betting provider to attain a license in Latin America.  


Not Just About Gambling Licenses


Entain’s growing presence in North America is not wholly about acquiring gambling licenses in multiple countries and states. They also have plans to give back to the community, which was another objective released within their recent rebranding guide.

The Entain Foundation is organising and launching a state-by-state programme designed to educate and help people with gambling addiction. In partnership with a charity called EPIC, Entain will be present on college campuses – including Harvard University, Boston – with former professional athletes and everyday people who have overcome gambling addiction. They will drive the message of responsible gaming and showcase ways to stay safe when enjoying casino games and sports betting.

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