Entain hits milestone 10,000 games on its global gaming platform

The 10,000th title to launch, a slots game called Hold of the Gods™, was produced by Entain’s award-winning in-house studio, CR Games

Entain, the global sports betting, gaming, and interactive entertainment group, has hit the milestone of 10,000 games available on the Entain Platform across slots, table games, live casino, and non-traditional, skill-based games.

The breadth of Entain’s gaming portfolio, which has global scale and local targeting, means that there is something for every customer. Entain’s customers all over the world, in the markets in which it operates, have access to the latest and greatest games, top-performing titles, more choice, and targeted, locally relevant content – more variety than any other operator.

As technology continues to advance, behaviours of customers are also constantly changing, and right now, customers want new experiences, new content, and more opportunities to play. Entain is responding to this demand by providing even more moments of excitement for its customers through its pipeline of new games.

With a record number of active customers, growing by 7% in 20221, Entain’s customers are flocking to the Group’s leading brands as it continues to broaden its product offering. In 2022 alone, Entain added almost 2,500 new games to its brands globally, including BetMGM in the US. That is at least 35% more than the prior year, compounded by the opportunity in Ontario, Canada, and Entain’s rapid growth across regulated markets.

Last year, 7 out of 10 customers played one of the new games that were added to the Entain Platform. Meanwhile, across the pond, Entain doubled the content available to BetMGM customers in regulated US states, and over a quarter of BetMGM’s gaming revenue last year came from new games.

Satty Bhens, Chief Product Officer at Entain, said: “We put the customer by our side in every decision that we make, and that helps us launch new games that are relevant, personalised, and that our customers love to play. We know by listening to our customers that they want more choice, more interactivity, and more entertaining experiences, so this has been our focus as we continue to develop and release new games from our award-winning in-house studios, and with our partners.”

The 10,000th game to launch, Hold of the Gods™, was produced by Entain’s award-winning in-house studio, CR Games, which recently won ‘Game of the Year’ at the International Gaming Awards for last year’s headline release, ‘Bigger Banker’. Hold of the Gods™, despite launching on 21st February, was Entain’s best in-house game launch of the month.

Entain currently has four in-house studios (WIN, CR, Vertical and Eurobet2), which launched 66 unique titles in 2022, and is set to open a fifth studio soon, to increase the number of new games in production and meet growing customer demand. From chicken-themed slots that perform well in Italy, to jackpot games in the US, and non-traditional, skill-based games, Entain continues to innovate in this space and deliver engaging content to its customers.

Also following Entain’s success in the live casino category with Well Well Well Live and Starzle last year, Entain has a strong pipeline of new gameshows planned for 2023, including tie-ups with well-known international brands that its customers will not want to miss.


Media - Entain plc
Lisa Attenborough, Head of Corporate Communications
Jay Dossetter, Head of Corporate PR
Jodie Hitch, PR Manager

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About Entain plc
Entain plc (LSE: ENT) is a FTSE100 company and is one of the world’s largest sports betting and gaming groups, operating both online and in the retail sector.

The Group owns a comprehensive portfolio of established brands; Sports brands include BetCity, bwin, Coral, Crystalbet, Eurobet, Ladbrokes, Neds, Sportingbet, Sports Interaction and SuperSport; Gaming brands include Foxy Bingo, Gala, GiocoDigitale, Ninja Casino, Optibet, Partypoker and PartyCasino. The Group owns proprietary technology across all its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis.

The Group has a 50/50 joint venture, BetMGM, a leader in sports betting and iGaming in the US. Entain provides the technology and capabilities which power BetMGM as well as exclusive games and products, specially developed at its in-house gaming studios. The Group is tax resident in the UK and is the only global operator to exclusively operate in domestically regulated or regulating markets operating in over 40 regulated or regulating territories.

Entain is a leader in ESG, a member of FTSE4Good, the DJSI and is AA rated by MSCI. The Group has set a science-based target, committing to be carbon net zero by 2035 and through the Entain Foundation supports a variety of initiatives, focusing on safer gambling, grassroots sport, diversity in technology and community projects. For more information see the Group’s website: www.entaingroup.com

Notes to Editors

  1. As announced in Entain’s FY22 financial results statement
  2. Entain’s in-house studios are:
    • CR Games, the game development house for Entain’s flagship sports betting brands, Ladbrokes and Coral, for both retail and online. It is UK based.

    • Vertical Games, which develops games that are new, innovative and have a different look-and-feel to the rest of Entain’s portfolio. It is UK based.

    • WIN Studios, based in both the UK and India, which produces an end-to-end solution for all types of games, from roulette, to slots, to blackjack.

    • Eurobet Studio, which develops games for all Entain Italian brands plus other territories such as Belgium and the USA. It is based in Italy and India and the games portfolio supports all types of games, including slot machines, table, and dice games.