Our strategy

Our success is built on the unique Entain Platform, which puts the customer front and centre, to deliver our core strategic goals of growth and sustainability. We are constantly working to provide a richer and more engaging experience for our customers, both existing and new.

Vision       The world leader in betting, gaming and interactive entertainment

Purpose   Bring moments of excitement into people's lives

The Entain Strategy


•⠀Leadership in the U.S.

•⠀Grow presence in our

existing markets

•⠀Expand into

new regulated markets

•⠀Extend into

interactive entertainment


  • Lead on responsibility

  • Diversify our
    regulated activities

  • Broaden our
    customer appeal

  • Invest in people and

We made excellent progress in 2022 across both our growth and sustainability pillars, to drive greater diversification across our business model, greater scale to leverage our capabilities as well as higher quality and more sustainable earnings.

Author's image.

Jette Nygaard-Andersen

Chief Executive Officer

Our strategy in action