Entain Eyes Potential Sale of Ladbrokes and BetCity

Entain, a major participant in the UK gambling market, is reportedly thinking about selling up some of its brands amid the ever-changing face of the sector. The Wall Street boutique firm Moelis has been brought in by the UK-based gambling behemoth to help the board identify possible brands for divestiture, according to people familiar with the situation.

Aiming to simplify operations and focus attention on key markets and brands, Entain’s strategic goal is in line with the possible divestiture of some businesses. An informed source made a suggestion that Entain’s dedication to establishing its market priorities is highlighted by this tactical move.

Identifying Prospective Candidates

According to reports, Entain is reportedly considering the sale of a number of companies, including Georgia’s CrystalBet, BetCity in the Netherlands, Ladbrokes in Australia, and Enlabs in Sweden. Interestingly, Super Sport and STS have performed well and are less likely to be divested even though they are not part of the company’s main platform.

The importance of non-integrated brands within the company’s portfolio is shown by the fact that they generated almost one-third of Entain’s revenue in the first half of 2023.

In response to questions from the Financial Times, Entain and Moelis chose to remain silent about the rumors and take a low key approach to the strategic discussions.

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Reflecting the company’s proactive commitment to flexibility and optimization within the competitive gaming industry landscape, Entain is thinking strategically about brand sales.

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