Entain completes acquisition of Unikrn assets to set up move into esports products

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Sports betting and gaming operator Entain has completed its acquisition of the assets of esports betting and skill-based wagering firm Unikrn in a deal paving the way for Entain to launch new esports products for customers in 2022.

Under the terms of the acquisition, Entain has bought the technology, products, platform, and brand from Unikrn which, together with its 50-strong international team, will spearhead its launch on a global scale. 

Justin Dellario, who recently joined Entain from Twitch as Managing Director of Esports, is leading the push into this new market as part of a greater drive into interactive entertainment. 

Unikrn is known for a suite of products and services, including U-Mode, which enables gamers to bet on their own ranked matches in some of the world’s most competitive video game titles, and Streamer Bet, its AI-powered real-time updating odds for betting on Twitch streams.

Dellario commented: “Entain is all about creating exciting and innovative products for our customers. With Unikrn, we’ll now be able to offer competitive gamers and esports fans alike rewarding experiences surrounding the games and events they love.”

Esports is now established as a mainstream sport, with over 450 million gamers aged 18-35. Entain believes that many of these have strong potential to become new customers in other areas of its business, recently noting that video gamers are more than four times more likely to participate in sports-betting and igaming than others in the same demographic.