Ladbrokes Coral and GVC are said to have come to an agreement on the shape of a new executive team and board.
The deal could inspire other companies to merge as they struggle not to lose market share in a highly competitive market.
The merger would coincide with the outcome of a UK regulatory review due this month.
“After the review, it won’t be the commencement of talks, it will be the continuation of them,” said David Jennings, head of leisure research at Davy, the Irish wealth managers.