BUILDING
MOMENTUM

Explore our strategy in action

Breaking Brazil

Brazil’s newly regulated market offers tremendous opportunities for Entain.

Breaking Brazil

In 2024, we laid the groundwork for a strong presence in the region, creating significant momentum with our newly revitalised SportingBet brand. Through modernised marketing, enhanced player experiences, and locally tailored products, SportingBet is positioned as a standout choice for Brazilian players in this vibrant market. This success has been demonstrated by a three-fold increase in First Time Depositors (“FTDs”) since the beginning of 2023, a 92% YoY growth of our iGaming in-house player base and 9.7% YoY growth of in-house GGR.

The brand’s refreshed design echoed Brazil’s love of gaming and sport, ion, and flair, to forge a stronger connection with fans and customers. This transformation came to life with SportingBet’s dynamic Faz Teu Nome (Make Your Name) campaign, which celebrates customers as the heroes of their own betting stories.

SportingBet has also made landmark strides in sports sponsorship. In January, the brand became the master shirt sponsor of S.E. Palmeiras, Brazil’s most successful football club with over 20 million fans across South America. SportingBet is also now the first official betting sponsor of the NBA in Brazil, aligning with one of the world’s most iconic sports leagues. The partnership brings fans closer to the action with official NBA marks, exclusive promotions, and integration with the league’s digital channels in Brazil. These partnerships allow us to connect with ionate audiences, elevate their experiences, and reinforce our commitment to responsible betting and game integrity in the vibrant Brazilian market.

2024 secured Entain’s strong presence in the region and a powerful start to a new chapter for SportingBet in Brazil.

9.7%

YoY growth of in-house GGR

20m

S.E. Palmeiras fans see our master shirt sponsorship across South America

two cow boys going head to head with the title 'BET IT OUT' in the background

REDEFINING WAGERING FOR KIWIS

Entain’s challenger and digital-first brand targeting New Zealand’s 18-35 demographic.

REDEFINING WAGERING FOR KIWIS

An exciting new player entered the New Zealand wagering industry in 2024, with the launch of betcha, Entain’s challenger and digital-first brand targeting New Zealand’s 18-35 demographic. As the only onshore alternative to TAB in over 70 years, betcha aims to modernise the wagering experience, redefining betting as a social, engaging, and dynamic activity while also educating a new generation of players. betcha empowers s to shape their own betting journey through innovative products like Bet Social, a platform for betting, chatting, and sharing tips with friends, and Toolbox, offering enhanced flexibility and personalised options.

Betcha is well placed for future success in 2025, particularly with the New Zealand Government currently introducing legislation to establish a “legislative net”. If ed, once the net is implemented, Entain’s TAB and betcha brands will be the only licensed offering for online racing and sports betting in New Zealand.

Betcha’s eight-week launch campaign centred on social competition with the BET IT OUT platform, alongside strong strategic partnerships which helped to drive interest, resulting in over 25,000 first-time depositors (“FTDs”) by year-end. Betcha is the official UFC wagering partner in New Zealand, collaborates with boxing legend David Nyika, and is aligned with several New Zealand sporting greats. betcha also runs promotions for marquee racing events and UFC fights, and is a proud partner of the newly formed A-League Auckland FC team, further strengthening its position as a key player in the New Zealand sports betting market.

25,000

first-time depositors

Unlocking Omnichannel in the US

BetMGM became the first sports betting app to offer Nevada bettors seamless, nationwide connectivity through a single, digital wallet.

Unlocking Omnichannel in the US

In August 2024, BetMGM became the first sportsbetting app to offer Nevada bettors seamless, nationwide connectivity through a single, digital wallet. Powered by Entain’s technology and in partnership with MGM Resorts International, this differentiating capability allows BetMGM customers to wager in Nevada and carry their funds across all BetMGM mobile markets nationwide, eliminating the need for multiple registrations.

Launching ahead of the College Football and NFL seasons, BetMGM customers were able to enjoy an enhanced betting experience during the busiest time of the sports calendar.

BetMGM’s “Single , Single Wallet” capability is a cornerstone of our broader omnichannel strategy, cementing its leadership in sports betting and gaming nationwide.

a baseball pitcher getting ready to pitch the ball

Activating Angstrom

Angstrom’s simulation based forecasting analytics have enhanced BetMGM’s sports betting offering, blending unique wagering combinations and innovative pricing for US sports fans to enjoy.

Activating Angstrom

In 2024, Angstrom Sports transformed BetMGM’s offerings with its cutting-edge predictive pricing capability. Angstrom’s simulation based forecasting analytics have enhanced BetMGM’s sports betting offering, blending unique wagering combinations and innovative pricing for US sports fans to enjoy.

This year’s MLB baseball season saw BetMGM offer players the most comprehensive home run betting markets ever. Powered by Angstrom’s forecasting algorithms, fans could wager on countless unique scenarios such as the longest home run or grand slams, driving a remarkable 209% increase in home run bets compared to 2023.

Entain’s integration of Angstrom also enabled BetMGM to offer advanced same-game parlay (“SGP”) options and streamlined live betting for the start of NFL season. Fans can craft SGPs in real time, on dedicated app tabs, enjoying greater flexibility and a more streamlined wagering engagement. For the 2024 NFL season, BetMGM offered almost 1,000 futures markets and over 450 different ways to wager on each pro football game.

Similarly during the NBA Cup, Angstrom enabled BetMGM to offer exclusive and unique basketball markets with its play- by-play forecasting models. Unique props offerings, such as full time score predictions within a game’s first 60 seconds, coupled with exclusive promotions like chances to win a Las Vegas sports trip cemented BetMGM’s fan-first focused partnership with NBA.

209%

Increase in home run bets compared to 2023

450+

Ways to wager on each pro football game

A footballer receiving the ball on his chest against a red background

A whole new ball game for Ladbrokes and Coral

Elevating our game to place our brands at the heart of our customers’ matchday routines.

A whole new ball game for Ladbrokes and Coral

Football remains central to Entain’s business, and in 2024, we elevated our game to place our brands at the heart of our customers’ matchday routines. With a range of upgrades across our football products, Entain is ensuring that every moment, from the first whistle to the final score, is as exciting and engaging as the beautiful game itself.

Our in-house Bet Builder
Bringing the technology behind Entain’s Football Bet Builder in-house has transformed the player experience for our customers and given Entain full control of pricing and risk management. Players can now build and place bets with ease, add selections to their slips from anywhere, view prices instantly, all for a more intuitive betting journey. Customers can also now apply an Odds Boost to a Bet Builder they build each day, for bigger returns on the Ladbrokes digital label.

A Gaffer of an ACCA
Ladbrokes, already a leader in ACCA (accumulator) products, refined its offering further ahead of the 2024 football season. The “A Gaffer of an ACCA” campaign focussed on all the great reasons to choose Ladbrokes for your football ACCA. Engaging offers such as daily ACCA Insurance and Odds Boosts, offer players the opportunity to supercharge their first two ACCAs of the day and also get money back as a free bet if one leg falls short. To launch these upgrades to football fans, Ladbrokes launched a humorous advertising campaign in partnership with Entain Creative. Set at Victoria Road, home of Dagenham & Redbridge football club, the film clip captures the relatable highs and lows of football fandom, reinforcing Ladbrokes’ as a fan-first brand.

a hand holding up a phone on a blue background

Winning
at Casino

Entain recognised with the EGR Award for Best Mobile Casino Product in 2024.

Winning
at Casino

Entain’s commitment to delivering a best-in-class mobile gaming experience has been recognised with the EGR Award for Best Mobile Casino Product in 2024. This prestigious accolade highlights our dedication to providing world-class entertainment to players across the globe.

With a portfolio that includes over 35 iconic brands operating in more than 30 markets, Entain’s mobile gaming offering sets the standard for innovation and customer experience. Thanks to the hard work and creativity of our Gaming Team, players enjoy seamless, engaging, and enjoyable casino experiences wherever they are. This award is a testament to our mission of delivering fantastic experiences to every customer, every time.

35+

Iconic brands operating  in more than 30 markets

a bingo trophy on a yellow background surrounded by bingo balls

Big on
bingo

Introducing of Bingo Tournaments, a unique new game played exclusively through the UK brands Gala and Coral.

Big on
bingo

Entain added a fresh twist to their Bingo offering in 2024, with the introduction of Bingo Tournaments, a unique new game played exclusively through the UK brands Gala and Coral.

Bingo Tournaments added an exciting social dimension to the online bingo experience, with players able to compete head-to-head for leaderboard points, 24/7. Bingo remains one of the most popular games, evolving from community halls to mobile apps, and Entain has seen an 80% increase in UK players since 2021. The introduction of Bingo Tournaments embraces the social nature of the game, providing players with more ways to engage, interact, and win.

80%

Increase in UK players since 2021

A lady in a red dress holding a microphone

And we’re live, with The Chase

2024 saw Entain partner with ITV and Playtech to launch “The Chase.”

And we’re live, with The Chase

2024 saw Entain partner with ITV and Playtech to launch “The Chase,” a live gameshow modelled after the popular ITV TV show. Exclusive to Entain’s brands, the game, which is available 24/7, offers an exciting twist with a plinko board and two bonus features, meaning players are on the edge of their seat until the Final Chase.

In its first month, player spending on “The Chase” was 56% higher compared to previous top-tier launches with similar plinko mechanics. This impressive response highlights the game’s engaging design and gameplay. “The Chase” is currently available to customers in the UK, Canada, Belgium, and Brazil, with roll-outs in South Africa and Italy anticipated soon.

56%

Higher player spending compared to previous top-tier launches

A large billboard advertising Ladbrokes partnering with Liverpool FC

The perfect match

2024 saw Ladbrokes team up with Liverpool FC in a multi-year partnership, marking a new era for fans and communities alike.

The perfect match

2024 saw Ladbrokes team up with Liverpool FC in a multi-year partnership, marking a new era for fans and communities alike. This collaboration brings Ladbrokes onboard as Liverpool FC’s official betting partner in the UK and Ireland, reflecting a shared commitment to ion, heritage and community impact. Fans and customers now have access to exclusive content, activations and rewards, including an opening-season ticket giveaway, connecting ers more closely with the club. The partnership provides broad audience brand exposure from pitch side LEDs as well as across social media. The Ladbrokes social media channels so far have gained over 10,000 followers as well as the 2.6 million cumulative UK and Ireland TV audience who watched the first home game of the partnership.

Another important part of the partnership, is that it includes Liverpool FC Women, with Ladbrokes branding visible at home matches. This reflects Entain’s commitment to the growth of the women’s game and opportunities for players and fans alike.

This Ladbrokes and Liverpool FC collaboration highlights a shared ambition to delight fans and inspire communities and marks a new chapter for both parties. Both Ladbrokes and Liverpool FC are also heavily focused on giving back to the local community and doing what’s right with multiple corporate and social responsibility initiatives launching in the second half of the season in conjunction with the LFC Foundation.

10,000+

Ladbrokes social media followers gained on launch

2.6m

cumulative UK and Ireland TV audience

a shot inside a large stadium with a dark overlay on top, with the bwin and NFL logos in the middle

Partnering with the NFL in and Austria

NFL betting is booming in Europe, and bwin is leading the charge.

Partnering with the NFL in and Austria

NFL betting is booming in Europe, and bwin is leading the charge. As the Official Betting Partner for the NFL in and Austria, bwin is positioning itself as a brand while helping grow the league’s presence.

This landmark multiyear partnership focusing on German-speaking markets, includes exclusive content, social media integration, and fan engagement tools like NFL Pick’em and NFL Fantasy. With bwin also serving as the Official Betting Partner for Super Bowl LIX in and Austria, fans can expect access to one of the world’s biggest sporting events; with one lucky fan winning a trip to New Orleans to watch the Super Bowl LIX live at the Superdome.

Bwin is embracing Entain’s focus on creating memorable moments, driving engagement and elevating the fan experience for America’s game in Europe.

Cashing in with LadBucks

Ladbrokes introduced LadBucks in 2024, offering customers an exciting way to engage with games.

Cashing in with LadBucks

Following Entain’s success with Coral Coins, the industry’s first coin economy, Ladbrokes introduced LadBucks in 2024, offering customers an exciting way to engage with games. By participating in Ladbrokes’ daily free-to-play games, players can win a share of over 100 million LadBucks available each week. They can also top- up their LadBucks balance by playing in the new LadBucks Arcade, featuring some of the brand’s most popular games. LadBucks can then be redeemed at the coin store for players to enjoy Free Spins, Bonuses, Free Bets, and Cash.

Since its launch in May, Ladbucks has provided over 80 million winning experiences to over 1.2 million customers. Having a second bespoke coin economy in the UK has enabled Entain to offer even more innovative and engaging ways for our customers to enjoy.

80m+

winning experiences to over 1.2 million customers

A golden year for Entain Studios

Entain Studios “Shamrocks 3 Pots of Gold” was a standout game for the in-house team in 2024.

A golden year for Entain Studios

Entain’s in-house iGaming studios continued to create winning experiences for our customers in 2024. With new in-house games launched in the US last year and a 39% and 9.7% growth of in-house GGR in Canada and Brazil respectively, Entain’s in-house gaming platform achieved a 14.8% Y-o-Y growth of unique active players globally.

Entain Studios “Shamrocks 3 Pots of Gold” was a standout game for the in-house team in 2024. Since launching in May, the game has seen an average weekly player base of 130,000 across the UK, Ontario and Brazil. The game topped the new-launch player charts for the first four consecutive weeks, with a grand total of over 1m unique active players trying the game in 2024 alone.

Entain Studios also integrated Cleo, a modern platform for the increased distribution of content from the in-house award-winning studios “CR Games” and “Vertical Games”. BetMGM players in Michigan are the first recipients of new top performing titles with a roll-out to other states planned for early 2025.

1m

Unique active players trying the game in 2024 alone

BUILDING MOMENTUM

BUILDING
MOMENTUM