GVC to rebrand as Entain to highlight responsibility

The UK gaming giant aims to highlight its strategy of responsibility and sustainability.

UK.- The gaming group GVC is to rebrand under the name Entain Plc as part of its strategy to highlight an increased focus on responsibility and sustainability. 

The strategy will be pushed forwards via its proprietary platform and will be supported by several initiatives, including the launch of an Advanced Responsibility & Care (ARC) programme with additional customer checks on all customers.

From 2021, it will implement a responsible gambling metric into annual bonus conditions.

It also plans to launch the Entain Foundation, which will donate funds towards supporting grassroots sports and sportspeople.

GVC chief executive, Shay Segev, said: “Under our new corporate identity, we will continue to use our unique technology platform to build on the exceptionally strong momentum that we have in our existing markets, grow into new markets, reach new audiences, enhance the customer experience and provide industry-leading levels of player protection.

“We are absolutely committed to pursuing the highest standards of corporate governance, to providing outstanding career development opportunities for our colleagues and to supporting the communities in which we operate.”

 The change of name must still be approved by shareholders.

The company aims to generate 100 per cent of revenue from regulated markets by 2023.

It already generates 96 per cent of revenue from markets that are regulated or in the process of regulating and expects to reach 99 per cent by the end of the year.

The company aims to become the leading operator in the US through BetMGM with MGM Resorts and will aim to enter more regulated markets through organic growth and M&A. It also aims to use esports and digital gaming to reach new audiences. 

Last month, GVC moved to re-enter Portugal through the acquisition of Bet.pt.