Entain plc, the leading global sports betting, gaming and interactive entertainment group (Entain), today announces that it has agreed to acquire the entire share capital of BetEnt B.V., which trades under the BetCity.nl name (“BetCity” or the “Company”), from Sports Entertainment Media B.V. for an initial consideration of €300m (approximately £257m) and deferred contingent consideration of up to €550m (£472m/US$575m).

BetCity is one of the Netherlands’ leading online sports betting and gaming operators. Headquartered in Amsterdam, BetCity received an online sports betting and gaming licence from the KSA (Kansspelautoriteit), the Dutch Gaming and Gambling Authority, in October 2021.

The newly regulated Netherlands online market is highly attractive and fast-growing across both sports betting and gaming.  Since its licensing in October 2021, BetCity has delivered rapid growth, establishing a leading position with approximately 20%2 market share during the fourth quarter of 2021.  This acquisition will create a strong market operator with significant growth opportunities, in line with the Group’s strategy.

BetCity’s offering is highly complementary to Entain’s bwin and Party brands which are awaiting approval for a licence to operate in the Netherlands – now expected during the latter part of this year as the KSA has recently requested additional documentation as part of the ongoing application process.  The combination of BetCity’s local expertise, strong brand and large diverse user-base, with Entain’s global scale and market-leading platform will provide customers with a broader offering of engaging products, fresh content and new experiences.

Jette Nygaard-Andersen, CEO of Entain, comments: “We are delighted that BetCity is joining Entain and are excited by the significant opportunities in the newly regulated Dutch market.  This acquisition will provide customers with an even better experience as we combine BetCity’s local expertise and brand alongside Entain’s market leading, customer focused platform.  This transaction further underpins our growth strategy of operating in attractive regulated markets. We look forward to working with Melvin and the BetCity team.”

Melvin Bostelaar, CEO of BetCity, comments: “We are happy to be joining forces with a world-class group in Entain. Together we will be well-placed to maintain a strong market position in the Dutch market for the coming years. Entain’s market-leading platform, technology, established brands and global scale provides a fantastic opportunity to expand and enrich our customer offering. Both BetCity and Entain position the customer at the heart of everything we do, with Entain’s core values and philosophy in responsible gaming, compliance and company culture seamlessly aligning with those of BetCity. We look forward to a bright future together.”

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