1st Jul, 2022

Entain Looks Towards the USA for Future Growth

Coventry Editorial 12th May, 2021 Updated: 13th May, 2021

Entain is a global gambling group with operations in every corner of the globe. It is one of the most successful companies within iGaming and online betting, including sports betting. And their market dominance looks set to continue as they plan to enter the USA market.

by Paul Marchong

The USA has been somewhat of a closed-off sports betting scene, with 26 states currently allowing sports betting to licensed companies only. However, recent legislation changes mean states can offer sports gambling across the USA, and it is predicted that as many as 39 states will permit sports betting by 2025.

Who Are Entain?

Entain is a company that owns some of the most used and known betting companies around the world. They own the likes of Ladbrokes and Coral – and have flourishing online betting services, which kept them fuelled during the difficult periods of 2020. It was the likes of their PartyCasino that cushioned the blow from the fact that business activity has been curtailed. After the 2020 success of PartyCasino, the Group looks set to push on to other markets, especially America, where 26 states are now legal.

What’s Happened in the USA?

The USA’s gambling industry always obeyed the 1992 Professional and Amateur Sports Protection Act, more commonly known as PASPA. This legislation forbids any state from offering sports betting services with a limited number of exceptions, including Nevada.

In 2018, the Supreme Court ruled that states could now develop their own rules regarding whether to permit or block sports betting in their state. Consequently, it has become a question of when rather than if they will legalise sports betting. Some states have already made the activity legal, while others are in the process of doing so.

The new landscape of sports betting has created a flurry of activity among sports betting providers around the world, including Entain. They are jostling for a position to be granted a license to provide their services on USA soil legally.

Entain Applying for US Gambling Licenses

Entain will be one of the biggest names at the table, looking for a slice of the USA’s opening gambling market. The company has already started working across the USA to raise awareness of gambling problems through its foundation. Moreover, Entain already has business with MGM Resorts, the entertainment and venue powerhouse that owns much of

Las Vegas real estate. MGM attempted to buy Entain outright because of their statute in online gaming technologies. However, those bids have been rejected so far.

North America Not New Territory

Although penetration of the USA market is considered the next avenue for growth among Entain board members, it will not be the first time that the company has successfully operated in North America. Entain already has a significant following north of the US border in Canada. Despite online casinos mostly disqualified from the country, residents are legally allowed to use online casinos that are legitimate and licensed in other territories. This has meant many players use their PartyCasino site, which could grow even further once they expand into the neighbouring USA.


Article submitted by Paul Marchong


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