BETER has announced a deal to supply Entain CEE sportsbooks in Poland and Croatia with its esports betting content.

Entain CEE was formed in 2022 after Entain purchased a 75% in Croatian gaming company Super Sport from EMMA Capital. The two companies then transferred their stakes into a joint venture called Entain CEE, with EMMA Capital holding a 25% stake in the joint venture.

In addition to SuperSport in Croatia, the company acquired Poland’s largest bookmaker, STS. Both SuperSport and STS are set to feature BETER’s content on their platforms.

In a press release, Gal Ehrlich, CEO of BETER, said: “We are delighted to welcome Entain CEE to our growing roster of partners, underlining the demand for our products among the industry’s leaders.

“Fast-betting content has become essential for operators seeking to engage the next generation of players, and our suite of fast-paced products sets the standard for others to follow.

“We look forward to working closely with the SuperSport and STS teams to further develop the Croatian and Polish markets together.”

Beter Expands Globally Through New Partnerships

The deal follows BETER’s announcement of a partnership with FIRST earlier this year, which will expand its presence in Latin America.

The company recently expanded its range of virtual esports to include eTennis. This forms part of BETER’s ESportsBattle tournaments, which also include eFootball, eBasketball, and eHockey.

In addition, the company organizes live sport tournaments, including its flagship professional table tennis tournament, the Setka Cup.

Fast Betting Content Targeting Bettors

Ivan Gojic, Chief Sportsbook Officer at Entain CEE, stated, “Fast-betting content is non-negotiable for operators looking to deliver next-gen experiences to bettors, and that’s exactly what we work hard to achieve at SuperSport and STS.”

The Entain group, which includes Ladbrokes, BetMGM, Coral, and Sportingbet, shut down its esports-facing brand Unikrn in 2023, months after the acquisition of Sportsflare. The company said esports remained an area of interest, but has not made it a priority in recent years.

Successful integration of BETER’s content in the Entain CEE brands could lead to larger operators also trialling the product.

The company has targeted Brazil in particular as an area for future growth, while BetMGM’s performance in H1 this year led to an increase in revenue. Entain holds a 50% share along with MGM Resorts International in the sports betting and iGaming operator.