The entertainment behemoth Entain, previously recognized as GVC Holdings, has joined forces with media and technology titan Verizon Media to create innovative interactive sports and entertainment offerings. This collaboration encompasses a virtual reality creation that will seamlessly blend gaming elements into the sports viewing experience.
Entain and Verizon have established a “Global Innovation Alliance” to act upon the insights gleaned from a research project commissioned by Entain from polling specialists YouGov. This study revealed that technological advancements are significantly altering the behavior of gaming and entertainment consumers.
Social media, in particular, has emerged as a pivotal element in the consumer experience. Meanwhile, the study discovered that immersive experiences, propelled by the widespread adoption of virtual reality and the deployment of 5G internet, are accelerating the acceptance of betting and esports.
The partnership will commence with Verizon and Entain jointly developing what they characterize as an unprecedented immersive experience. This endeavor will serve as a demonstration of the potential of their collaboration.
This virtual reality product will integrate live sports viewing, interactive data, and gaming components, enabling users to witness sporting events, monitor real-time data, connect with friends, and place wagers through Entain’s platform.
Entains chief executive, Shay Segev, stated: “To prosper in the future, we must comprehend where consumers will be in five to ten years and collaborate with other global enterprises that are also investing in this domain.”
“We imagine consumers gathering with friends for games, friends who might be in different places, using virtual reality headsets to watch, interact, and share experiences together, and perhaps even competing against each other during halftime or feeling like they’re on the field with the players.”
This partnership elevates Entain’s existing relationship with MGM Resorts’ BetMGM joint venture and Yahoo Sports to a new height. It enables the betting brand to integrate with the Verizon subsidiary, allowing fans to place bets through BetMGM in regulated states without exiting the Yahoo Sports app.
Verizon Media’s chief executive, Guru Gowrappan, stated that the new alliance would take the companies’ collaboration “to the next level,” allowing both to benefit from new opportunities in sports betting, content, and entertainment.
“We are jointly creating the next generation of content experiences for sports and gaming enthusiasts,” Gowrappan said. This will follow in the footsteps of other emerging technologies, such as 5G and augmented reality, with the ultimate goal of providing fans with new, engaging experiences.
Our initial 5G-driven production facilities, situated in Los Angeles and London, coupled with our creative technology group and Verizon Media’s captivating platform, enable us to generate and disseminate extended reality (XR) content on a vast scale. This empowers partners such as Entain to deliver cutting-edge immersive and interactive experiences to their clientele.
Entain’s CEO, Segev, has prioritized technology as a fundamental component of his four-pronged strategy, which he implemented upon assuming leadership from Kenny Alexander. This collaboration is a direct outcome of that strategy.
Segev outlined his vision in November when he unveiled the rebranding to Entain. He emphasized that technology would serve as the bedrock for their endeavors to expand within existing markets, venture into new territories, and enhance their social responsibility initiatives.
Last week, shareholders overwhelmingly endorsed the rebranding, with a resounding 99.96% of votes in favor of the transformation.
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