Entain Tuesday announced it has completed its acquisition of Unikrn, the esports betting and entertainment company based in Seattle, Washington.
The deal was first announced in August 2021, when Entain CEO Jette Nygaard-Andersen said the U.K.-based company expected to invest a little over $69 million in the acquired company during the second half of 2021.
The completion of the deal will allow Entain to launch new esports in 2022.
Justin Dellario, formerly vice president of original content for Twitch, will serve as Entain’s managing director of esports.
“Entain is all about creating exciting and innovative products for our customers,” said Dellario in a statement. “With Unikrn, we’ll now be able to offer competitive gamers and esports fans alike rewarding experiences surrounding the games and events they love.”
Per terms of the deal, Entain has acquired Unikrn’s technology, products, platform, and brand, and its 50-strong international team. Unikrn’s products include U-Mode, which enables gamers to bet on their own ranked matches in competitive video game titles, and Streamer Bet, an AI-powered real-time updating odds for betting on Twitch streams.
Entain also will extend its safer gaming initiatives and player protections to new customers through its not-for-profit Entain Foundation. The company also has forged partnerships with external organizations, including the Counter-Strike Professional Players Association, Kindbridge and Rise Above the Disorder, to provide education and support to players at potential risk of problem gaming.
