3et has launched its igaming sportsbook in the regulated Irish betting market following the approval of its local licence, marking the operator’s first entry into a fully regulated European jurisdiction.
The igaming launch follows a licensing process initiated in 2025 and forms part of a broader strategy to expand into additional regulated markets, with further roll-out planned from 2027. Ireland represents a competitive igaming environment with a number of established operators, and the entry of 3et introduces an alternative model focused on pricing and staking flexibility.
Founded 14 years ago under an Alderney licence, 3et was initially developed as an invite-only platform serving high-stakes bettors and syndicates. The operator has since expanded its access, opening to a wider customer base in 2023 while continuing to offer both B2C and B2B services across multiple international markets.
The igaming product is centred on core sportsbook functionality, with a focus on major US sports and leading football competitions. The operator has prioritised key betting markets, including 1X2, Asian handicaps and totals, where pricing and liquidity are considered central to its offering. This approach differs from broader entertainment-led sportsbook models that emphasise features such as gamification and cross-sell into casino products.
3et’s entry into Ireland comes at a period of heightened betting activity, with the conclusion of the domestic football season and the upcoming 2026 FIFA World Cup expected to drive engagement across igaming sportsbooks. The operator is positioning its offering towards customers seeking higher staking limits and more simplified betting environments.
The move also reflects a wider trend within igaming, where niche operators are entering regulated markets with more specialised products aimed at distinct customer segments. For 3et, the Irish launch provides an opportunity to test this model within a regulated framework while establishing a presence ahead of further international expansion.
“We’re very excited to launch in Ireland,” said Micheál Deasy, Marketing Manager at 3et. “Irish bettors know sport, they understand value, and many of them are looking for a sportsbook that gives them sharp odds and proper limits without all the noise. That is where we believe 3et stands out.”
