The only ASX-listed “pure play digital operator” with a focus on “success in the Australian wagering market”, Betr Entertainment, is reportedly considering a bid to acquire the Australian arm of Entain.
Neither company has confirmed the talks, but the Australian Financial Review has reported that a deal may be in the works.
Big Move for the Industry
If the deal does go through, Betr would find itself competing in one of the toughest wagering markets as a relative newcomer that has already proven what it is capable of with Tripp steering it in the right direction.
Promising a “bigger, better betting experience,” the brand has leaned heavily on fresh technology and customer-focused features aimed at appealing to younger players. That strategy has started to gain traction in a space long dominated by well-established names.
Entain (formerly GVC Holdings) is one of the biggest names in global wagering, with an estimated value of GBP 5.7 billion ($11.9 billion) and high-profile brands like Ladbrokes and Neds under its umbrella.
In Australia and New Zealand, Entain’s influence is particularly strong, partially due to its important partnership with TAB NZ, the deeply rooted racing brand formerly known as the New Zealand Racing Board.
For a rising competitor like Betr, access to this kind of well-grounded infrastructure and brand power could prove to be a game-changer.
The Thinking Behind a Deal
The strategic appeal of Entain’s Australian business is not hard to see. If Betr can draw in Ladbrokes and other local operators, it will get instant access to a significantly larger customer base along with broader market recognition.
Such a leap would speed up its ambitious plan of becoming a dominant player in Australia’s betting industry. Beyond brand recognition, Entain’s operational resources, ranging from customer systems to technology platforms, could offer Betr a foundation skeleton to start building on.
A successful takeover could streamline integration and generate efficiencies that would otherwise take years to develop from scratch, which would translate into faster growth and better financial returns.
Reports have also suggested that Tripp, alongside Betr chief executive officer Andrew Menz, has already held talks in London with Entain executives. These meetings are believed to have centred around the possibility of carving out Entain’s Australian and New Zealand operations. The two markets have generated GBP 257 million ($347 million) in the first half of 2025.
If a deal does see the light of day, it could completely rebalance the power scale in Australia’s sports betting industry, placing Betr on top.
Earlier in the month, Betr, one of PointsBet’s potential buyers, restated its opposition to a rival takeover proposal coming from MIXI Australia.