Entain: Global Growth Strategy in the Gambling Industry

Entain plc, a major player in the international gambling sector, has established itself as a company focused on long-term expansion, regulatory compliance, and technology-driven transformation. By 2025, its strategic ambitions go beyond market share; Entain is positioning itself as a global leader in responsible gambling and innovation. This article explores the key areas shaping Entain’s global growth, backed by real-world decisions and financial performance.

Strategic Acquisitions and Market Expansion

Entain’s growth strategy heavily relies on acquiring operators in regulated markets. Notable examples include the acquisition of BetCity in the Netherlands and the expansion of the Ladbrokes and bwin brands across Europe. These moves enable Entain to quickly enter new markets with an existing customer base, mitigating the risk and costs of starting from scratch.

In 2024, Entain also acquired Polish operator STS Holding, the largest sportsbook brand in Poland. This acquisition aligns with its aim to strengthen its foothold in Central and Eastern Europe, tapping into a rapidly growing betting market. The purchase was completed for approximately £750 million, reflecting Entain’s readiness to invest significantly in future growth.

The US market remains a core priority, with Entain’s joint venture BetMGM continuing to expand. Active in more than 25 states, BetMGM has achieved a market share of 17% in sports betting and over 25% in iGaming, according to the June 2025 investor briefing. Entain’s strategic alliance with MGM Resorts is key to this success, combining digital expertise with land-based infrastructure.

Licensing and Regulatory Adaptation

Entain’s ability to grow internationally is closely tied to its adherence to licensing requirements. The company operates exclusively in regulated or regulating markets, a stance that aligns with its “regulated markets only” policy. This has proven critical in jurisdictions like Germany, the UK, and the Netherlands, where oversight is becoming stricter.

In 2025, Entain introduced enhanced compliance protocols across all brands. These include stricter customer verification, affordability checks, and AI-based monitoring systems. Such measures aim to proactively identify potential gambling harm, ensuring long-term sustainability and legal compliance.

The group also actively collaborates with local regulators, providing data-driven insights to support policy development. This regulatory dialogue contributes to Entain’s image as a reliable, trustworthy operator and reduces the likelihood of sanctions or licence revocations.

Technology and Digital Innovation

Innovation is one of Entain’s pillars of growth. The company continues to develop its proprietary gaming and sportsbook platform, Ennovate, launched in 2022. By June 2025, Ennovate supports more than 70% of Entain’s global brands and is projected to fully replace third-party systems by 2026.

The platform leverages AI to enhance personalisation, detect risky behaviour, and provide tailored promotions. Machine learning algorithms are used to analyse betting patterns, offering real-time insights that help retain customers and ensure safer play. This has resulted in a 23% increase in customer retention rates over the past 12 months.

Additionally, Entain invests in immersive technologies, such as VR betting environments and gamified sports experiences. These features appeal to younger audiences and align with the company’s aim to future-proof its offering against shifting consumer expectations.

Data Analytics and Operational Efficiency

Entain applies predictive analytics to optimise operational decisions, from customer support to trading risk. Centralising customer data enables the company to spot trends and act quickly on emerging opportunities or threats.

For example, during the 2024 UEFA Euro tournament, Entain deployed a predictive model to manage betting volumes in real time, improving bet settlement times by 38%. This not only enhanced user satisfaction but also reduced fraud incidents.

Operational efficiency remains a key metric. In Q1 2025, Entain reported a 7.1% reduction in overhead costs compared to the previous year, attributed largely to the automation of marketing campaigns and streamlined affiliate reporting systems.

Responsible Gambling and Corporate Ethics

Entain maintains a strong focus on responsibility and corporate governance. Through its “ARC” (Advanced Responsibility and Care) programme, the group implements real-time risk detection and user intervention models. These include temporary freezes on accounts and proactive messaging for users showing signs of problem gambling.

As of June 2025, over 1.2 million customers globally have received tailored safer gambling messages, and more than 180,000 players have been proactively contacted with support offers. This transparent and ethical approach improves public perception and regulatory trust.

The group also supports multiple international gambling harm research projects, such as the Harvard Medical School collaboration, offering anonymised data for longitudinal behavioural studies. This reinforces Entain’s commitment to using science-backed policies in its operations.

ESG and Social Impact Initiatives

Beyond regulatory efforts, Entain invests in wider Environmental, Social, and Governance (ESG) projects. These include carbon offsetting programmes, diversity hiring strategies, and charitable donations via the Entain Foundation.

By mid-2025, the Foundation had distributed over £130 million across responsible gaming charities, grassroots sports, and youth education initiatives. Entain also maintains a net-zero emissions goal by 2035, with an interim target to reduce emissions by 25% by 2030.

Gender diversity in senior leadership has reached 43%, following internal policies encouraging inclusive promotion and recruitment. These social contributions align with broader sustainability goals and resonate with stakeholders and investors alike.