Eurasia Sports to enter Irish gambling market with focus on “pro bettors”
The former private betting operator plans to expand further in Europe.
Ireland.- The Guernsey‑based gambling operator Eurasia Sports intends to enter the Irish gambling market with its sportsbook brand 3et. The operator has gained a licence from the Irish Revenue Commissioners and has an eye on further European expansion with its niche approach.
The brand aims to set itself apart by aiming at value‑focused “pro bettors” rather than a mainstream audience. Its model puts an emphasis on sharp odds, higher stake limits and a pared-down product with fewer gamified features.
The approach, with some elements resembling more an exchange or predictions platform, is specifically intended to appeal to serious bettors rather than mainstream players seeking casual entertainment. The initial rollout will focus on high‑liquidity markets like the main US sports and top‑tier football. Pricing will operate around 1X2, Asian handicaps and totals.
Micheál Deasy, Marketing Manager at 3et, said: “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.”
3et, which is also licensed by the Alderney Gambling Control Commission in Guernsey, was previously an invite-only platform serving corporate clients and betting agents. It launched in 2015 and expanded its policy to accept non-invite customers in 2023. It’s signalled an intention to use Ireland to test plans for a wider European expansion in 2027.
Despite the intense competition in mature western European markets and the consolidation of major brands under a limited number of groups, smaller operators with sharp‑pricing models think they’ve found a niche. DragonBet gained a remote bookmaker’s licence in Ireland earlier this year, while Bet St. George recently launched in the UK.
Ireland’s licensing system for gambling is currently still administered by the Revenue Commissioners but the new Gambling Regulatory Authority of Ireland (GRAI) is taking over oversight as set out by the Irish Gambling Regulation Act 2024. The GRAI began accepting new applications for in-person Irish betting licences in February. Existing licences remain valid during the transition.
