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Entain plc Acquisition of BetCity, one of the Netherlands’ leading online sports betting and gaming operators

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Entain plc, the leading global sports betting, gaming and interactive entertainment group , announces that it has agreed to acquire the entire share capital of BetEnt B.V., which trades under the BetCity.nl name (“BetCity” or the “Company”), from Sports Entertainment Media B.V. for an initial consideration of €300m (approximately £257m1) and deferred contingent consideration of up to €550m (approximately £472m1).

BetCity is one of the Netherlands’ leading online sports betting and gaming operators. Headquartered in Amsterdam, BetCity received an online sports betting and gaming licence from the KSA (Kansspelautoriteit), the Dutch Gaming and Gambling Authority, in October 2021.

The newly regulated Netherlands online market is highly attractive and fast-growing across both sports betting and gaming.  Since its licensing in October 2021, BetCity has delivered rapid growth, establishing a leading position with approximately 20%2 market share during the fourth quarter of 2021.  This acquisition will create a strong market operator with significant growth opportunities, in line with the Group’s strategy.

BetCity’s offering is highly complementary to Entain’s bwin and Party brands which are awaiting approval for a licence to operate in the Netherlands – now expected during the latter part of this year as the KSA has recently requested additional documentation as part of the ongoing application process.  The combination of BetCity’s local expertise, strong brand and large diverse user-base, with Entain’s global scale and market-leading platform will provide customers with a broader offering of engaging products, fresh content and new experiences.

Melvin Bostelaar, BetCity’s CEO, along with other key members of the leadership team, will remain with the Company.

Consideration structure:

  • Initial consideration of €300m (approximately £257m1) is payable in cash at completion, with a balancing payment to be paid in early 2023 based on the actual performance of BetCity in the financial year 2022;
  • A further contingent payment will be paid in early 2024, based on 10x BetCity’s EBITDA for the financial year 2023, less amounts already paid out;
  • In addition, a final contingent payment of €50m (approximately £43m1) will be paid on delivery of synergies and successful migration to the Entain Platform;

The total consideration payable on current expectations is €450m (approximately £386m1).  However, dependent on the performance of BetCity, the maximum consideration is capped at €850m (approximately £729m1).  The combination is expected to deliver approximately €28m (approximately £24m1) of cost synergies, predominantly from technology, content and royalty benefits, by the end of 2026.

The initial consideration will be funded from existing cash resources and drawings on the Group’s revolving credit facility.

The acquisition is expected to complete during H2 2022.

Jette Nygaard-Andersen, CEO of Entain, comments:

“We are delighted that BetCity is joining Entain and are excited by the significant opportunities in the newly regulated Dutch market.  This acquisition will provide customers with an even better experience as we combine BetCity’s local expertise and brand alongside Entain’s market leading, customer focused platform.  This transaction further underpins our growth strategy of operating in attractive regulated markets. We look forward to working with Melvin and the BetCity team.”

Melvin Bostelaar, CEO of BetCity, comments:

“We are happy to be joining forces with a world-class group in Entain. Together we will be well-placed to maintain a strong market position in the Dutch market for the coming years. Entain’s market leading platform, technology, established brands and global scale provides a fantastic opportunity to expand and enrich our customer offering. Both BetCity and Entain position the customer at the heart of everything we do, with Entain’s core values and philosophy in responsible gaming, compliance and company-culture seamlessly aligning with those of BetCity. We look forward to a bright future together.”

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ZEAL and bet-at-home launch joint gaming initiative

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  • bet-at-home integrates  ZEAL Instant Games titles into its German website
  • First selection of ZEAL slots now available
  • Partnership boosts reach, portfolio strength, and growth for both companies

ZEAL Instant Games, a brand of the ZEAL Group and a provider of  online games, announces a new strategic partnership with online gaming operator bet-at-home. As part of the collaboration, bet-at-home seamlessly integrates the growing portfolio of ZEAL slots into its website. The first titles are already available to customers on bet-at-home.de.

Stronger together: Premium content meets established brand presence

Both partners stand to benefit from the collaboration: While bet-at-home expands its portfolio offering with ZEAL titles – enhancing its appeal and reach within the online games segment – ZEAL Instant Games gains another prominent partner whose market presence accelerates the brand’s dynamic growth and enables access to a broader user base.

In addition to best-selling ZEAL titles such as “The Bookmaker”, “Crime Scene”, “Vegas Blaze“, and other premium slots, the portfolio will continue to grow steadily in the coming months.

Shared perspectives

“Our mission is to make innovative, high-quality games accessible to the widest possible audience,” says Alex Green, Vice President Games at ZEAL. “With bet-at-home, we are gaining a partner that has held a strong position in the market for many years. This collaboration opens up new opportunities for expanding our reach and underscores the enormous potential of our growing games portfolio.”

From bet-at-home’s side: “We are delighted to have ZEAL Instant Games as a partner known for quality, creativity, and reliable performance,” says Claus Retschitzegger, CEO, bet-at-home. “The new ZEAL titles are a great addition to our offering and provide our customers with exciting and varied gaming experiences. This partnership is an important element of our growth strategy.”

The post ZEAL and bet-at-home launch joint gaming initiative appeared first on European Gaming Industry News.

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ELA Games

Glory & Honour Await the Strongest Gladiators in ELA Games’ Newest Game, Roman Fortune

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All reels lead to Rome in ELA Games’ newest atmospheric and bold slot.

ELA Games creates an immersive adventure in its latest title, Roman Fortune. Players battle for glory and honour in the heart of ancient Rome, where every spin carries the might of an empire.

Roman Fortune takes place in a roaring Colosseum under Caesar’s watchful eye, where fortunes wait for the victors. Designed with ELA Games’ signature visual richness and refined gameplay, this new title balances entertaining gaming experiences with operator-focused value, building on previous successes, such as Piñatas Festival.

Caesar’s Riches: Features that Favour the Brave

Roman Fortune offers several features that build excitement and depth for the player, ensuring action on every spin.

  • Scatter Symbols: Collect Scatters to earn Free Spins — the more you collect, the greater the prize.
  • Caesar Wilds: At any moment, a Caesar Wild may appear to spread wealth across the reels or even trigger the Hold & Win Bonus.
  • Hold & Win Bonus: In this feature, players encounter Red, Blue, and Green Coins, each with their own imperial strengths. Red Coins multiply prizes, Blue Coins unlock Jackpots, and Green Coins collect all visible values for greater wins.

Gladiators can activate all of these features at once, where glory and honour will rain down on the victor.

An Experience Built for Impact

Just like the actual intense clashes that occurred in the Colosseum in ancient Rome, Roman Fortune is crafted for players who enjoy an atmospheric experience with excitement, tension, and memorable moments.

The game’s 95.99% RTP and high volatility ensure that even the base game has plenty of action. Roman Fortune embodies ELA Games’ game creation philosophy, where creativity and strategic development work together to deliver a product that delivers sustained engagement and strong performance for its partners

Marharyta Yerina, Managing Director of ELA Games, commented on the release, “Roman Fortune is a visually forward title that captivates players’ imaginations with thrilling battles in an ancient arena. Every detail exists to create a world players can step into and instantly feel connected to. The game’s bold theme, supported by strategic mechanics and layers of atmosphere, shows what our team does best: creating experiences players enjoy while providing value for our partners.”

Enter the Arena For Eternal Glory

Step into the Colosseum and fight for your place in history.

The post Glory & Honour Await the Strongest Gladiators in ELA Games’ Newest Game, Roman Fortune appeared first on European Gaming Industry News.

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Dinos Doxiadis Head of Sportsbook Business at GR8 Tech

GR8 Tech Expands Virtual Sports Portfolio with New Basketball Offering, Deepens Localization Strategy

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GR8 Tech has expanded the virtual sports lineup within its ULTIM8 Sportsbook with a new range of virtual basketball, continuing a year of investment in the category that has already seen the addition of virtual horse racing and virtual cricket roulette—a unique format blending casino mechanics with the sport of cricket.

The expansion builds on GR8 Tech’s established strength in cricket, where the company developed one of the industry’s most comprehensive betting lines. Virtual cricket was designed to fill gaps between real-world tournaments, giving operators a way to maintain player engagement year-round—a model now being applied to basketball for markets where the sport dominates.

This content independence stems directly from GR8 Tech’s in-house trading capabilities.

One of the things that GR8 Tech stands out for is the quality of the trading and the fact that we perform extremely well in very difficult environments, like Asia,” said Dinos Doxiadis, Head of Sportsbook Business at GR8 Tech. “Even our clients’ players in these challenging markets don’t behave like typical players in ‘easier’ regions such as Latin America, we still manage to achieve some of the highest margins there.

That trading foundation enables GR8 Tech to build and localize content for specific markets rather than relying solely on third-party providers.

We already have a very strong sportsbook, and now we’re scaling our processes and output capabilities to take it even further,” Doxiadis explains. “We’re improving the product and creating the conditions to localize very quickly and offer a truly localized experience across the world.

GR8 Tech is also investing in infrastructure to give operators greater control over how they deploy this content.

The goal is to put even more power into the hands of our operators so they can tailor the product exactly as they want. As we move forward with new data and content agreements, they’ll gain an even greater ability to adapt the sportsbook to their specific needs—on top of what they can already do today.

Personalization is central to that roadmap. “We have delivered quite a few recommendation models, and right now we can serve custom content on a user level, and we will continue working in this direction,” said Doxiadis. “We have a very good infrastructure and baseline to invest in.

The post GR8 Tech Expands Virtual Sports Portfolio with New Basketball Offering, Deepens Localization Strategy appeared first on European Gaming Industry News.

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