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Entain: Strong 2021 performance demonstrating strength of our diversified growth model and global platform
Entain plc, the global sports betting, gaming and interactive entertainment Group, is pleased to announce its results for the year ended 31 December 2021. The strong performance reflects the capabilities and diversification provided by the Group’s industry leading platform in driving growth.
Operational Highlights:
- Strong growth across the Group with NGR up 7% (8%cc) in the year
- Online NGR up 12% (13%cc) in 2021, the ninth consecutive year of double-digit online growth
- Growth in actives of 25% in the year as we expand our appeal to a broader audience
- Good performance in Retail as year end volumes returned to over 90% of pre-Covid levels
- BetMGM continues to go from strength to strength as a leader in the fast growing US market
- Established as the number two operator for sports betting and iGaming with a 23% market share in the fourth quarter across the markets in which it operates
- Market leader in iGaming with 29% market share in Q4 2021 in the markets in which it operates
- Live in 21 markets, reaching over 37% of the U.S. adult population, with launches in Illinois and Ontario planned for the coming months
- Upgraded expectations for net revenue from operations of over $1.3bn in 2022 and anticipates reaching positive EBITDA in 2023
- Continued execution of growth strategy into new markets
- Completed acquisitions of Bet.pt in Portugal and Enlabs AB in the Baltics as well as UNIKRN to drive access to the esports skill based wagering market
- Further growth secured since the start of the new financial year with three transactions, including the acquisition of Avid Gaming to drive growth across Canada
- Launch of the Ennovate hub to explore use of innovative technologies, products and services to further enhance the customer experience
- Further progress under the Group’s Sustainability Charter delivering industry leading ESG
- ARCTM (“Advanced Responsibility & Care”) programme continues to progress well, with real-time customer interaction trials underway, along with initial stages of international rollout
- A number of initiatives launched across the year, including a commitment to net zero carbon emissions by 2035, and EnTrain to benefit the lives of 1m people through access to technology
- Named EGR Operator of the Year, as well as Socially Responsible Operator of the Year at the SBC Awards North America
- Entain continues to be the only online-led gaming company included in the Dow Jones Sustainability Indices, in addition to its continued inclusion in the FTSE4Good index
Financial Highlights:
- Strong financial performance; Group Underlying EBITDA1,4 up +5% at £881.7m at the upper end of guidance
- Online Underlying EBITDA1,4 up +12% at £899.0m reflecting the double digit growth in all key markets excluding Germany and the Netherlands (excluding Germany and the Netherlands online NGR was +21cc%)
- Total Retail NGR -7%cc (-3%cc9) and Underlying EBITDA1,4 of £66.9m was £31.4m behind the prior year
- Total Group Revenue of £3,830.0m up +8% (+9%cc) in 2021
- Including 50% share of BetMGM joint venture, Group FY21 NGR was up 14% (15% cc)
- BetMGM (the Group’s joint venture in the US) continues to perform strongly, with FY21 NGR of approximately $850m7, up nearly 5 times versus the prior year
- To repay £44m received under the Coronavirus Job Retention Scheme (“furlough scheme”) in FY21
- Group profit after tax1 was £275.6m, up 142% compared to 2020
- Underlying free cashflow8, before the investment into BetMGM and acquisitions/disposals, of £537.3m
- Year end net debt of £2,086.4m with leverage at 2.4x ensuring balance sheet flexibility to support our growth strategy
Jette Nygaard-Andersen, CEO of Entain, commented:
“Our Full Year results demonstrate yet again that Entain is a business with growth built into its business model. Our strong performance is underpinned by the Entain platform which encompasses the compelling combination of our proprietary technology, our outstanding people around the world, and our industry-leading operational capabilities. It is this unique platform that enables us to deliver an ever-improving customer experience, to embrace emerging consumer and technological trends, and to grow into new markets and product areas.
All of our major markets have performed well. In particular, BetMGM in the US has delivered a five times increase in net gaming revenue versus the previous year, and is ready to challenge for the number one position across the markets in which it operates. Elsewhere, our retail business has recovered strongly and volumes have now returned to 90% of pre-Covid levels as restrictions have eased and customers have returned to our shops.
As ever, I would like to thank each and every one of our colleagues for their dedication, hard work and professionalism in helping to achieve these results. Given the quality of our people, the ongoing broad-based growth of the business, its continuing momentum, and the investments that we are making in innovation to support our future expansion, we remain confident in our financial performance for FY22 and beyond.”
| Group | Reported1,2 | |||
| Year ended 31 December | 2021 | 2020 | Change | CC3 |
| £m | £m | % | % | |
| Net gaming revenue (NGR) | 3,886.3 | 3,628.5 | 7% | 8% |
| Revenue | 3,830.0 | 3,561.6 | 8% | 9% |
| Gross profit | 2,435.8 | 2,308.6 | 6% | |
| Underlying EBITDAR4 | 898.8 | 862.1 | 4% | |
| Underlying EBITDA4 | 881.7 | 843.1 | 5% | |
| Underlying operating profit5 | 484.1 | 529.5 | (9%) | |
| Underlying profit before tax5 | 527.3 | 350.6 | ||
| Profit after tax | 275.6 | 113.8 | ||
| Diluted EPS (p) | 44.7 | 15.6 | ||
| Continuing adjusted diluted EPS6 (p) | 53.8 | 62.8 | ||
| Continuing adjusted diluted EPS excl US6 (p) | 81.1 | 73.1 | ||
| Dividend per share (p) | – | – | ||
Dividend
The Board has not proposed a final dividend for FY2021. Recognising the importance of dividends to shareholders alongside our capital allocation priorities in supporting the Group’s growth strategy, the Board continue to keep the recommencement of the payment of dividends under on-going review.
Outlook
The Group has delivered strong results in FY2021, reflecting both the diversified nature of our business model, the strength of our platform and the quality of our people. As we start 2022 we see retail heading towards pre-Covid levels and online performing inline with expectations against tough prior year comparables. As global economies steadily emerge from the impact of the pandemic, we continue to provide our customers with great products and experiences. As a result, we remain confident in our financial performance for 2022 as well as our long-term prospects.
Notes
- 2021 and 2020 reported results are audited and relate to continuing operations
- Reported results are provided on a post IFRS 16 implementation basis
- Growth on a constant currency basis is calculated by translating both current and prior year performance at the 2021 exchange rates
- EBITDAR is defined as earnings before interest, tax, depreciation and amortisation, rent and associated costs, share based payments and share of JV income. EBITDA is defined as EBITDAR after charging rent and associated costs. Both EBITDAR and EBITDA are stated pre separately disclosed items
- Stated pre separately disclosed items
- Adjusted for the impact of separately disclosed items, foreign exchange movements on financial indebtedness and losses/gains on derivative financial instruments (see note 10 in the financial statements. EPS is also disclosed excluding BetMGM as this gives a better view of the EPS attributable to the Entain trading businesses)
- BetMGM revenues comprise of sports (Online and Retail) and iGaming revenues
- Underlying free cashflow is EBITDA less working capital, capital expenditure, finance lease, corporate taxes and before the investment in BetMGM and acquisitions/disposals
- Retail numbers are quoted on a LFL basis. During 2021 there was an average of 4,540 shops in the estate, compared to an average of 4,727 in the same period last year
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CRM
Titan 3.0 Launch Marks Finnplay’s Biggest Platform Overhaul
Finnish iGaming platform provider Finnplay has revealed the introduction of Titan 3.0, a significant upgrade to its Titan® iGaming platform, featuring the most comprehensive addition of functionalities the company has ever implemented.
Titan 3.0 brings a wide range of new features aimed at enhancing campaign management, boosting player-specific control, and improving operational efficiency, granting operators more flexibility while expanding in regulated markets. Titan 3.0 iGaming platform enhances Finnplay’s established platform framework and signifies the firm’s most significant investment in a platform so far. The update reflects direct feedback from operators in various markets and emphasizes actionable enhancements that facilitate clearer player paths, enhanced personalization, and scalable compliance.
“Titan 3.0 is a focused evolution of the platform and Finnplay’s largest product investment to date,” said Jaakko Soininen, Managing Director at Finnplay. “The feedback from our operators has been extremely positive. These are capabilities that have been long awaited, and they are designed to help operators take their business to the next level while maintaining the stability and regulatory readiness Titan is known for.”
Key enhancements in Titan 3.0 include new multiwallet capabilities, improved campaign and reward tools, and upgraded segmentation features like player tags. Product blocking is implemented at the category level, enabling operators to limit access to particular game categories while still permitting access to others, in accordance with responsible gaming standards.
Titan 3.0 enhances CRM and marketing functions via a bidirectional integration with Optimove, in addition to better system communications, new tournament structures, and instant data transfer to external services. A revamped Back Office is also intended for a future release, focused on enhancing usability and workflow effectiveness.
Titan® continues to be an open and flexible platform that accommodates more than 100 game providers and over 80 payment service providers, ensuring complete adherence to compliance and responsible gaming standards across various regulated areas.
A product overview video interview with Managing Director Jaakko Soininen is available here: https://www.youtube.com/watch?v=NhdBuI_Pkm4
The post Titan 3.0 Launch Marks Finnplay’s Biggest Platform Overhaul appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Casino Gaming
Why Slots Remain The Spearhead Of Global Casino Gaming Marketing
Casino gaming companies spend countless hours trying to piece together their next big marketing campaign. For some, they can throw the kitchen sink at it, spend millions of dollars, and it can fall flat; for smaller brands, they can have a makeshift promotional concept that brings in a global audience.
There’s no clear-cut way to guarantee success when it comes to global casino gaming marketing, but for many casinos, it’s hard to go wrong with a promotional idea that has a slot game as the centerpiece.
But why? What’s behind this enduring appeal, and even in the light of brand new concepts ranging from VR gaming, although this has cooled recently, to the power of blockchain and cryptocurrency, why do slots remain such an integral part of the marketing strategy?
Slots Welcome Bonuses & Their Simplicity
Unlike many casino games, which can often involve strategy and rules, slot games do not require the same level of attention. They’re games that require no skill, and as long as you have a basic grasp of how to set a betting amount, the number of lines, and flick through the info and payout rules of the slot game, they are not difficult games to wrap your head around.
Now, this doesn’t mean they aren’t fun, or that their modular nature doesn’t create almost countless innovative ideas. But it is the simplicity and the fact that the games are to the point, easy to access, and have something for every type of casino gamer, that make them the obvious candidates for marketing ideas.
A slots welcome bonus may come in many different formats, but they all have the same goal of showcasing to you the quality of the game, the provider, and, just like the games themselves, a slots welcome bonus can be modular, fit around your gaming style, and offer a cost-effective insight into how a casino operates.
The Importance Of Choice
Those of you who have played slot games will have a solid understanding of how many titles are out there. It’s no exaggeration to say there are thousands of themes and ideas, with more added to the vast global market each passing day. Therefore, for those people who utilize welcome bonuses that leverage slots, you often have a selection of games you can browse.
While other bonuses will try to encompass other parts of the site. If you don’t play blackjack, for instance, then you’re not going to check out a blackjack bonus; it’s pretty simple math. But if you are somebody who enjoys slots, or have a passing interest, the range of games available means that you can shop around, find slot ideas that are most suited to your gaming style, and get a true idea of the scope of a casino platform and its gaming library.
A Foot In The Door
In the days before online casino gaming, conventional casinos relied on slots as their main attraction. We’ve seen how multiple other areas of the gambling market have moved online. While the likes of Powerball have adjusted, keeping the essence of their design and funding local projects, they have also allowed digital audiences to purchase tickets and expanded their markets online.
Online casinos have operated in a similar vein, drawing on the success of land-based slots in conventional casinos in the days before the internet to adjust their business models and shift their marketing strategies online
They continue to comprise large sections of conventional casinos, but when it comes to marketing ideas and promotions, playing with bonus money is one of the more efficient ways to play and potentially win, because there is little upfront cost. However, you should not see slots or any gambling game as a source of income; they are meant for fun, and you should only ever gamble with money you can afford to lose.
Could It Change In The Future?
Bonuses are a vital tool casinos use to promote their games. As part of a marketing strategy, it’s the sheer size of the gaming options and the plethora of themes and genres that make it such a key part of the market.
They’ve proven to be a fruitful idea for casino companies expanding their brands, and even amid new payment methods, the rise of crypto slots, and a host of other innovations in the igaming market, slots remain the spearhead of global casino gaming marketing. Throughout the last 25 years, there’s no stone that casinos have left unturned when it comes to marketing.
The fabric of the industry may have shifted, with social media influencers, SEO, and company social media pages becoming the frontline of the marketing world, but slot gaming ideas still comprise the largest portion of the casino gaming industry.
Despite dipping into blackjack, poker, and other niche games, and fusing them with bonus ideas and free spins, it’s the standalone slots promotions that often yield the best engagement and customer conversion rates.
The post Why Slots Remain The Spearhead Of Global Casino Gaming Marketing appeared first on Americas iGaming & Sports Betting News.
Atlaslive
Convergence in iGaming: The Structural Shift of 2026
Modern iGaming platforms no longer operate in isolation. Payments influence trust and onboarding. Social mechanics shape engagement and retention. Media platforms determine visibility and acquisition. What were once separate systems now function as a single, continuous flow.
In this article, Atlaslive explores how fintech infrastructure, social gaming mechanics, and media ecosystems are converging into a unified operational model for iGaming platforms—fundamentally changing how products are built, scaled, and regulated.
Beyond Integrations: A Connected Product Flow
Convergence represents a structural shift, not a layer of additional integrations.
Payments, identity verification, engagement tools, and acquisition channels now operate simultaneously rather than sequentially. A deposit may influence verification timing. Social features introduce real-time moderation and monitoring requirements. Media platform policies directly affect product messaging and promotional mechanics.
Competitive iGaming platforms are increasingly designed around real-time system awareness, where each component responds dynamically to player behavior and regulatory constraints.
Payments at the Center of the Player Journey
Fintech infrastructure has become the backbone of the modern iGaming experience.
Payment speed shapes player trust. Embedded payment flows reduce friction caused by redirects. Verification processes operate contextually rather than as standalone checkpoints. Financial controls directly affect session continuity and engagement.
As a result, payments and compliance functions are no longer peripheral tools—they are embedded directly into core product architecture.
Borrowing from Social Gaming Mechanics
As onboarding becomes smoother, engagement opportunities expand.
Live formats, community-driven mechanics, and interactive environments increase session depth and emotional participation alongside transactional activity. Social features help extend player lifetime value—but they also introduce new responsibilities.
Higher interaction levels require structured moderation, real-time monitoring, and enhanced responsible gaming oversight to maintain regulatory and ethical standards.
Media-Led Discovery and Distribution
Creator-driven platforms now play a central role in how iGaming brands are discovered.
Media platform content policies often exceed local regulatory requirements. Attribution becomes fragmented across multiple channels. Visibility increasingly depends on alignment with platform-specific expectations rather than traditional advertising rules.
As a result, marketing strategy and compliance management are becoming deeply intertwined.
Compliance as a Core Design Constraint
In regulated markets, payments, engagement, and distribution can no longer be managed independently.
“This is why convergence has become structural. Platforms have moved toward unified systems that can monitor, react, and report across the entire player journey in real time—not to add complexity, but to reduce risk while scaling.”
— Dmytro Matiiuk, Head of Delivery
Unified system architecture enables operators to manage regulatory risk while supporting sustainable growth.
Conclusion: Operating in a Connected iGaming Ecosystem
Operating successfully in 2026 means managing a fully connected ecosystem. Payment flows, social engagement mechanics, and media-driven acquisition strategies must align within a single architectural framework.
Platforms designed for coherence—such as Atlaslive—enable operators to support this integrated approach, balancing performance, compliance, and scalability in an increasingly complex iGaming environment.
Disclaimer
This document is provided for informational and discussion purposes only. It is based on publicly available sources and was created by the Atlaslive team for marketing use. It does not constitute a solicitation or offer to buy or sell any gambling-related product, nor does it represent legal or business development advice. While Atlaslive believes the information contained herein to be reliable, no guarantee is made as to its accuracy or completeness, and no liability is accepted for any loss arising from its use. Atlaslive reserves the right to correct any errors contained in this document.
About Atlaslive
Atlaslive is a B2B software development company specializing in multifunctional, automated platforms for sports betting and casino operators. The Atlaslive Platform includes Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and a Retail Module.
Follow Atlaslive on LinkedIn for the latest insights and updates in iGaming technology.
The post Convergence in iGaming: The Structural Shift of 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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