Entain grabs gaming and poker licenses to launch in Germany

Entain PLC has made groundbreaking news on Monday, confirming that the company has been able to enter the highly contested and highly desired German iGaming and online poker market. Moving forward, one of the leaders in the entertainment and online casino industry will also provide gaming and poker products in the European country.

Germany has recently re-regulated its gambling market, drafting new and stricter rules designed to protect consumers while eradicating illegal gambling websites. Meanwhile, the company has received five licensees from the State Administrative Office of Saxony-Anhalt, Entain shared in a press release.

As a result, Entain will see three of its distinct brands, to name Bwin, Sportingbet and Ladbrokes, set up shop in various verticals. While gaming will be extended under all three brands, Ladbrokes and Bwin will also offer online poker, completing Entain’s ecosystem in the country and giving it a strong start.

The new licenses have been awarded on top of the already existing online sports betting licenses. Licensed operators is the only way to achieve a safe and responsible industry, Entain reminded, as the company wrote:

"Only through such regulation and its enforcement will we avoid the reality of customers going to the black market where there are none of the safeguards that reputable operators such as Entain guarantee."

Germany has been particularly vigilant of the gambling market. The new German gambling regulator, Glücksspielbehörde has called on Internet Service Providers to act in concert with the watchdog and ensure that access to illegal gambling websites is suspended, similar to what the Australian Media and Communications Authority does in Australia.

Germany has remained an important market, though, and the newly-regulated market has only made it easier for companies to secure a share and enter as licensed operators, suppliers, and even affiliates. In September, Rootz became one of the latest companies to break ground in Germany.

Entain’s commitment to the German market will definitely help create a healthier overall industry which opposes blackmarket practices and offers players safer gambling options overall.

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