Entain forms new Verizon Media deal for immersive technology

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Entain, the operator formerly known as GVC Holdings, has announced a new “global innovation alliance” with media and technology company Verizon Media.

Through the partnership, Entain aims to utilize Verizon’s virtual reality (VR) technology for its brands, including Ladbrokes, Bwin, Partypoker and BetMGM.

Entain will work with Verizon to create a new virtual reality experience, combining live sports viewing with interactive layers of sports data and gaming.

The aim of the partnership is to create “realistic, immersive experiences for sports fans, such as being in the stadium, participating in play, competing and betting on outcomes on the Entain platforms.”

A statement confirming the new agreement details YouGov research into the use of technology in shaping consumer behaviour in the gambling industry.

According to the study conducted for Entain, new VR and 5G experiences have accelerated the growth of gaming and esports. The study found entertainment is becoming increasingly interactive.

“To win in the future we need to understand where consumers will be in five, ten years’ time and work with other global businesses also investing in that,” said Shay Segev, CEO of Entain.

“We envisage consumers meeting at a game with friends, who could in fact be elsewhere, using virtual reality headsets to watch, interact and share the experience together and, potentially, compete between themselves at half time or feel like they’re on the pitch with the players.”

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