Betr Eyes Acquisition of Entain’s Australian Operations to Strengthen Market Position
Potential Acquisition of Entain’s Australian Division by Betr
Betr Entertainment, recognized as the only ASX-listed digital operator focused exclusively on the Australian wagering market, is reportedly exploring the possibility of acquiring Entain’s Australian branch. While no official confirmation has been issued by either company, industry reports suggest that such a deal could be in progress.
The Significance for the Australian Betting Industry
If completed, this acquisition would mark a major step for Betr, a growing contender in a highly competitive market. Despite being a newer player, Betr has demonstrated strong potential under the leadership of its executive team.
The company has distinguished itself by introducing innovative technologies and customer-centric features designed to attract a younger demographic. This approach is beginning to challenge the dominance of established operators.
Entain, formerly known as GVC Holdings, is a major global player valued at approximately GBP 5.7 billion (around $11.9 billion), with well-known brands in its portfolio, including Ladbrokes and Neds.
In both Australia and New Zealand, Entain’s presence is highly influential, in part due to its strategic partnership with TAB New Zealand, a reputed name in the regional racing sector formerly known as the New Zealand Racing Board.
For Betr, acquiring Entain’s local operations could provide a critical boost by leveraging established infrastructure and strong brand recognition.
Strategic Implications of the Deal
The value of Entain’s Australian business lies in its extensive customer base and brand portfolio. Acquiring it would instantly broaden Betr’s reach and accelerate its plans to become a leading force in Australia’s betting landscape.
Beyond expanding brand visibility, the integration would grant Betr access to advanced operational resources such as cutting-edge customer systems and technology platforms, which are crucial for scalable growth.
Such an acquisition could reduce time and costs associated with building these capabilities independently, enabling faster market penetration and improved financial performance.
It has been reported that discussions between Betr’s leadership, including CEO Andrew Menz, and Entain executives have taken place in London. These talks reportedly focus on the potential separation of Entain’s Australian and New Zealand divisions, which collectively generated GBP 257 million ($347 million) in revenue during the first half of 2025.
Should the acquisition be finalized, it could significantly shift the competitive dynamics within Australia’s sports betting industry, positioning Betr as a dominant player.
Earlier this month, Betr reaffirmed its opposition to a competing acquisition offer from MIXI Australia, clarifying its stance as a potential buyer amid ongoing takeover discussions, including those involving PointsBet.
