Welcoming our latest acquisition, as BetCity joins Entain
On the 12th of January 2023 Entain completed the acquisition of BetCity, this leading sports betting and gaming operator is a relatively new online brand, having been one of the first operators to obtain a Dutch licence in October 2021, as the market regulated. Since then, it has soared to success, becoming a highly respected and reliable brand for customers, gaining around 20% share of the fast-growing Dutch market. This firmly positions the BetCity brand as one of the market leaders in the Netherlands.

Strong brand
Based in Amsterdam with a team of just under 100 colleagues, we welcome a brand with significant expertise in the Dutch market. Since licensing, BetCity has invested in growing its presence as a leading sports betting and gaming operator and today is the proud partner of several football clubs in the Dutch leagues and is the co-sponsor to Tour de France champions Jumbo Visma. In 2022 it became the first-ever betting partner of hockey’s world governing body and renamed the popular Utrecht Summer Stadium to the BetCity arena, a sign of the ambition to make its brand presence known across the country.

Diverse customer base
As well as being an established brand, BetCity brings with it a broad and diverse customer base of both sports and gaming fans. And in the coming years, as Entain brings BetCity onto our market leading, customer focused platform, the experience for these customers will be enhanced further, setting the foundations for attracting new customers, while continuing BetCity’s existing legacy of strong brand loyalty. The benefits of the Entain platform not only stem from the synergies previously announced , from integrating Entain’s leading sports-betting platform and Entain’s massive portfolio of exclusive and in-house gaming content such as the 2023 IGA Game of the Year - Big Banker; BetCity will also benefit from the ongoing shared knowledge and experience of millions of customers across Entain’s >40 global leading brands.

Going forward
BetCity’s brand strength and sustainable customer base provides Entain with an opportunity to grow in the attractive regulated Dutch market, and with the injection of the Entain platform, the brand can further enhance the experience of new and existing customers. Meanwhile, the addition of BetCity provides additive, sustainable, regulated global revenues to the Entain Group, further diversifying and strengthening the Group’s revenue base while broadening customer appeal.

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