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Entain’s Acquisition Of Avid Gaming Includes Canadian Online Sports Betting And Gaming Brand, Sports Interaction

Sports betting, gaming and interactive entertainment operator Entain, announced that it has acquired Deis Ltd (“Avid Gaming”) for $300 million from Middlebrook Investments Limited. Avid Gaming owns Sports Interaction, Canada’s leading online sports betting brand. Avid Gaming exclusively licenses the Sports Interaction trademark, which provides proprietary online betting and gaming products and services.

Sports Interaction’s sports-led offering is highly complementary to Entain’s existing Canadian business. The combination will bring Entain’s global scale, expertise, and market-leading platform together with Sports Interaction’s local expertise, capabilities, and partnerships. As a result the combined business will provide customers with a broader offering of engaging products and services for the Canadian market.  Will Golby, Avid Gaming’s CEO, along with other members of the leadership team, will transition to Entain.

“Sports Interaction is the leading Canadian sports betting and gaming brand and is aligned perfectly with our own ambitions of great customer service and ambitious growth, coupled with an unwavering commitment to sustainability,” said Jette Nygaard-Andersen, CEO of Entain. “It is highly complementary to our existing operations in Canada, and the combination of its local expertise and Entain’s powerful platform will provide customers with an unrivalled range of exciting and engaging products in this fast-growing market. We look forward to welcoming Will Golby and his team to Entain.”

Canada is a highly attractive and fast-growing sports betting and gaming market. Together with Entain’s application for an Ontario license, this acquisition provides an excellent opportunity to drive further growth, in line with the group’s growth and sustainability strategy.

(All information was provided by Entain)

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