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Entain: Strong 2021 performance demonstrating strength of our diversified growth model and global platform

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Entain plc, the global sports betting, gaming and interactive entertainment Group, is pleased to announce its results for the year ended 31 December 2021. The strong performance reflects the capabilities and diversification provided by the Group’s industry leading platform in driving growth.

Operational Highlights:

  • Strong growth across the Group with NGR up 7% (8%cc) in the year
    • Online NGR up 12% (13%cc) in 2021, the ninth consecutive year of double-digit online growth
    • Growth in actives of 25% in the year as we expand our appeal to a broader audience
    • Good performance in Retail as year end volumes returned to over 90% of pre-Covid levels
  • BetMGM continues to go from strength to strength as a leader in the fast growing US market
    • Established as the number two operator for sports betting and iGaming with a 23% market share in the fourth quarter across the markets in which it operates
    • Market leader in iGaming with 29% market share in Q4 2021 in the markets in which it operates
    • Live in 21 markets, reaching over 37% of the U.S. adult population, with launches in Illinois and Ontario planned for the coming months
    • Upgraded expectations for net revenue from operations of over $1.3bn in 2022 and anticipates reaching positive EBITDA in 2023
  • Continued execution of growth strategy into new markets
    • Completed acquisitions of Bet.pt in Portugal and Enlabs AB in the Baltics as well as UNIKRN to drive access to the esports skill based wagering market
    • Further growth secured since the start of the new financial year with three transactions, including the acquisition of Avid Gaming to drive growth across Canada
    • Launch of the Ennovate hub to explore use of innovative technologies, products and services to further enhance the customer experience
  • Further progress under the Group’s Sustainability Charter delivering industry leading ESG
    • ARCTM (“Advanced Responsibility & Care”) programme continues to progress well, with real-time customer interaction trials underway, along with initial stages of international rollout
    • A number of initiatives launched across the year, including a commitment to net zero carbon emissions by 2035, and EnTrain to benefit the lives of 1m people through access to technology
    • Named EGR Operator of the Year, as well as Socially Responsible Operator of the Year at the SBC Awards North America
    • Entain continues to be the only online-led gaming company included in the Dow Jones Sustainability Indices, in addition to its continued inclusion in the FTSE4Good index

Financial Highlights:

  • Strong financial performance; Group Underlying EBITDA1,4 up +5% at £881.7m at the upper end of guidance
    • Online Underlying EBITDA1,4 up +12% at £899.0m reflecting the double digit growth in all key markets excluding Germany and the Netherlands (excluding Germany and the Netherlands online NGR was +21cc%)
    • Total Retail NGR -7%cc (-3%cc9) and Underlying EBITDA1,4 of £66.9m was £31.4m behind the prior year
    • Total Group Revenue of £3,830.0m up +8% (+9%cc) in 2021
    • Including 50% share of BetMGM joint venture, Group FY21 NGR was up 14% (15% cc)
  • BetMGM (the Group’s joint venture in the US) continues to perform strongly, with FY21 NGR of approximately $850m7, up nearly 5 times versus the prior year
  • To repay £44m received under the Coronavirus Job Retention Scheme (“furlough scheme”) in FY21
  • Group profit after tax1 was £275.6m, up 142% compared to 2020
  • Underlying free cashflow8, before the investment into BetMGM and acquisitions/disposals, of £537.3m
  • Year end net debt of £2,086.4m with leverage at 2.4x ensuring balance sheet flexibility to support our growth strategy

Jette Nygaard-Andersen, CEO of Entain, commented:

“Our Full Year results demonstrate yet again that Entain is a business with growth built into its business model. Our strong performance is underpinned by the Entain platform which encompasses the compelling combination of our proprietary technology, our outstanding people around the world, and our industry-leading operational capabilities.  It is this unique platform that enables us to deliver an ever-improving customer experience, to embrace emerging consumer and technological trends, and to grow into new markets and product areas.

All of our major markets have performed well.  In particular, BetMGM in the US has delivered a five times increase in net gaming revenue versus the previous year, and is ready to challenge for the number one position across the markets in which it operates.  Elsewhere, our retail business has recovered strongly and volumes have now returned to 90% of pre-Covid levels as restrictions have eased and customers have returned to our shops.

As ever, I would like to thank each and every one of our colleagues for their dedication, hard work and professionalism in helping to achieve these results. Given the quality of our people, the ongoing broad-based growth of the business, its continuing momentum, and the investments that we are making in innovation to support our future expansion, we remain confident in our financial performance for FY22 and beyond.”

Group Reported1,2
Year ended 31 December 2021 2020 Change CC3
£m £m % %
Net gaming revenue (NGR) 3,886.3 3,628.5 7% 8%
Revenue 3,830.0 3,561.6 8% 9%
Gross profit 2,435.8 2,308.6 6%
Underlying EBITDAR4 898.8 862.1 4%
Underlying EBITDA4 881.7 843.1 5%
Underlying operating profit5 484.1 529.5 (9%)
Underlying profit before tax5 527.3 350.6
Profit after tax 275.6 113.8
Diluted EPS (p) 44.7 15.6
Continuing adjusted diluted EPS(p) 53.8 62.8
Continuing adjusted diluted EPS excl US(p) 81.1 73.1
Dividend per share (p)

Dividend
The Board has not proposed a final dividend for FY2021.  Recognising the importance of dividends to shareholders alongside our capital allocation priorities in supporting the Group’s growth strategy, the Board continue to keep the recommencement of the payment of dividends under on-going review.

Outlook
The Group has delivered strong results in FY2021, reflecting both the diversified nature of our business model, the strength of our platform and the quality of our people.  As we start 2022 we see retail heading towards pre-Covid levels and online performing inline with expectations against tough prior year comparables.  As global economies steadily emerge from the impact of the pandemic, we continue to provide our customers with great products and experiences.  As a result, we remain confident in our financial performance for 2022 as well as our long-term prospects.

Notes

  • 2021 and 2020 reported results are audited and relate to continuing operations
  • Reported results are provided on a post IFRS 16 implementation basis
  • Growth on a constant currency basis is calculated by translating both current and prior year performance at the 2021 exchange rates
  • EBITDAR is defined as earnings before interest, tax, depreciation and amortisation, rent and associated costs, share based payments and share of JV income. EBITDA is defined as EBITDAR after charging rent and associated costs. Both EBITDAR and EBITDA are stated pre separately disclosed items
  • Stated pre separately disclosed items
  • Adjusted for the impact of separately disclosed items, foreign exchange movements on financial indebtedness and losses/gains on derivative financial instruments (see note 10 in the financial statements. EPS is also disclosed excluding BetMGM as this gives a better view of the EPS attributable to the Entain trading businesses)
  • BetMGM revenues comprise of sports (Online and Retail) and iGaming revenues
  • Underlying free cashflow is EBITDA less working capital, capital expenditure, finance lease, corporate taxes and before the investment in BetMGM and acquisitions/disposals
  • Retail numbers are quoted on a LFL basis. During 2021 there was an average of 4,540 shops in the estate, compared to an average of 4,727 in the same period last year
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BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

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BMM Testlabs, the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced the promotion of Sacha McLaughlin to Vice President of Global Quality Assurance.

BMM’s President of Land-Based Gaming & Inspections, Kirk White, said, “Sacha has consistently demonstrated exceptional leadership, operational excellence, and a customer-first attitude. Her experience and passion will be critical as we continue to grow our QA services to meet the always-evolving needs of the global gaming industry.”

With over 18 years of experience in software implementation and seven years in the gaming industry, McLaughlin brings extensive knowledge of both agile and waterfall development methodologies, test planning, project management, and cross-regional team leadership. She is recognized for her ability to build and scale QA organizations that deliver quality, speed, and value to customers.

McLaughlin joined BMM in 2018 and has held roles of increasing responsibility within the Company, most recently serving as Senior Director of Quality Assurance. Throughout her tenure, she has been instrumental in expanding BMM’s QA capabilities and helping customers launch products into the global gaming market more quickly, with a focus on regulatory compliance, functionality, fairness, and security.

The post BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE appeared first on Gaming and Gambling Industry in the Americas.

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Eastern Europe

Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating

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“We weren’t just present — we were participants of Runfest. And that’s one of the most important aspects,” said Artak Ashkhatoyan, Deputy CEO of Totogaming.

On July 6, Totogaming joined the Cernica Pantelimon Runfest in Romania, once again emphasizing the importance of promoting amateur sports and a healthy lifestyle.

“Supporting such initiatives is a priority for TotoGaming. First, 50% of the proceeds from RunFest will be donated to the CLOVES Romania Foundation, supporting children affected by CLOVES Syndrome. And second, we’ve always believed in showing our passion for sports through actions, not just words. Have you noticed how we’re constantly rushing through life, yet when we look back, it often feels like we haven’t moved at all? It’s important for us to lead by example and show the importance of participation. This is exactly the message we’re promoting through our team’s active involvement in the marathon. After all, there can never be too much sport in our lives,” said TotoGaming’s Deputy CEO, Artak Ashkhatoyan.

A Simple Concept, a Powerful Impact

The concept of this sports event is straightforward: choose a distance between 1 to 21 kilometers and run. The goal? Make sport an integral part of everyday life. The crowd certainly embraced that, gathering as early as 8:30 a.m. — on a Sunday morning.

Totogaming contributed in two distinct capacities: as an official sponsor and as an active participant. A dedicated team of 13 employees represented the company at the Cernica Pantelimon RunFest, with 7 of them proudly taking part as runners.

More Than Just a Run

It wasn’t an easy challenge — especially because among Totogaming’s runners were people for whom running isn’t a daily habit, or even part of their life at all. Yet they couldn’t miss the opportunity, not least from the perspective of corporate responsibility.

“We just finished the 7.5-kilometer race!” shared Petrut-Adrian Toea from the Totogaming team.

“It was amazing, honestly. Around the 2-kilometer mark, I had this little battle with myself — I told myself I had to finish the race, no matter what. And I did it! I came in around 60th place out of over 100 runners, which for me is a really good result.”

“I see my participation as a small contribution toward promoting a healthy lifestyle. In my close circle, everyone knows I’m not exactly the sporty type. I’m not athletic, and I usually prefer having fun in other ways. But showing up here, early in the morning, in this intense heat, and completing almost 8 kilometers with just one short break — I think it set a good example.”

“I hope seeing someone like me finish this challenge motivates my friends to try something similar for their own health. I believe that’s a meaningful contribution”, – added Petrut-Andrea.

Totogaming also made it possible for every attendee to bring sport into their lives — quite literally. At the Totogaming tent, participants could ride stationary bikes and receive prizes based on the number of points they earned through their efforts.

Whether they were running, cycling, or simply cheering for friends, the goal for everyone was the same: to reach the destination of champions — by bringing sport into everyday life.

The post Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating appeared first on European Gaming Industry News.

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Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

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Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.

Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.

This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.

 

Highlights from the report include:

Top consumer apps are investing in interactive ads to compete for engagement

In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.

Playable ads deliver returns across ad budgets for mobile game advertisers

In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.

Tailoring “metaplay” elements to motivations can improve performance

“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.

UGC is becoming a key differentiator in driving scale for consumer apps

The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.

Widespread adoption of Gen AI leads to more customized ad experiences

Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.

Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”

Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”

The post Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps appeared first on Gaming and Gambling Industry in the Americas.

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