Online gaming giant Entain announced Wednesday that its esports betting unikrn has entered a multi-year global partnership with esports entertainment company BLAST.
The partnership will see unikrn "deeply embedded into the BLAST fan experience," with the unirkn logo and branding across BLAST’s event coverage and promotions, including fan-led activations, social giveaways, broadcast integration, and branding on the BLAST Premier tournament series and upcoming BLAST.tv Paris Major.
BLAST is an esports event operator that produces, among others, the biggest Counter-Strike tournament in the world. BLAST tournaments attract tens of thousands of fans to live events in big arenas from London to Copenhagen to Miami and Sao Paulo, notes Entain, with millions more watching at home on broadcast in over 150 territories and in 25 different languages.
Something big is happening in the world of #esports...@BLASTEsports, welcome to the world of @UnikrnCo! 🦄https://t.co/09t462Rl7K#ItsYourGame pic.twitter.com/69bkB3cY7R— Entain (@EntainGroup) March 29, 2023
Justin Dellario, Managing Director of esports at Entain, stated: “BLAST is an epicenter of action for esports fans around the world and has produced some of the most memorable moments in the history of competitive Counter-Strike play.”
“unikrn is built for these moments, when fans are looking for the deepest and best possible experience as they root on their favorite players and teams. We are thrilled to be BLAST’s partner, and to bring our world-class insights and betting opportunities to its millions of fans,” he added.
Entain took its first steps into the esports and skill-based wagering market in 2022, with unikrn now live in Brazil and Canada -with the exception of Ontario- and the brand rolling out to further markets this year.
unikrn was launched with the intention to bring esports tournaments and sporting events "into one convenient place, giving players more titles and more markets." In addition to its traditional sportsbook and casino offering, unikrn also offers players an opportunity to bet on their own skills with its uMode product.
We’re changing the game when it comes to our UK retail shops…— Entain (@EntainGroup) March 30, 2023
This month, we celebrated the opening of our 100th Digi-Hub, a contemporary digital-first approach to a betting shop, in Scotland. 🎊 https://t.co/4ldvb0em7N#ItsYourGame pic.twitter.com/EiVoBtj6Xg
The news comes on the same week as the company announced it is moving forward with the digital transformation of its flagship Ladbrokes and Coral shops in the UK, as it celebrates the opening of its 100th 'Digi-Hub' in Muirhouse, Scotland.
According to the company, Entain’s Digi-Hubs “reinvent the traditional betting shop, with the contemporary, digital-first spaces dubbed the shops of the future.” Digi-Hubs have transformed look-and-feel, and are fitted with more digital touchpoints, sports betting and gaming terminals, and interactive displays, “providing more dynamic content and experiences for customers.”