Entain aims to enter the metaverse and immersive entertainment market.
- Entain will invest over $130 million to establish a global innovation center focused on creating immersive gaming and sports experiences.
- The early partners in the hub, known as Ennovate, consist of Verizon, BT, and Theta Labs.
- Consumers will test new products in two retail experience zones, or VR arcades.
In a crowded gambling landscape, technology increasingly gives operators an edge.
An innovation lab called Ennovate, aimed at creating immersive sports and entertainment experiences in the metaverse, has been announced by the global sports betting and gaming company.
Entain plans to invest 100 million pounds ($133 million) to fund start-ups and develop applications for nonfungible tokens, virtual reality and augmented reality. In addition, new products will be tested in two retail experience zones, or VR arcades, by consumers.
Jette Nygaard-Andersen, CEO, stated that the company aims to be at the forefront of introducing new and thrilling products and experiences for customers, while leveraging advanced technology to drive innovations in the fields of sport, gaming, and interactive entertainment within the metaverse.
BT, Theta Labs, and Entain are collaborating on Ennovate, which is set to debut in London in March.
Entain, previously known as GVC Holdings, owns Ladbrokes and Coral and is a partner with Bet MGM.
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