Amusement behemoth Entain (previously known as GVC Holdings) will join forces with media and technology titan Verizon Media to create novel interactive sports and entertainment offerings, including a virtual reality product that will integrate gaming components into the sports viewing experience.
The collaboration seeks to capitalize on research commissioned by Entain from polling experts YouGov, which indicates that technology utilization is shaping the behavior of gaming and entertainment consumers.
The research discovered that social media, especially, has become a pivotal element of consumer experience, while immersive experiences (fueled by the adoption of virtual reality and the rollout of 5G internet) are accelerating the acceptance of gambling and esports.
The partnership will commence with Verizon and Entain jointly developing an immersive experience they label a “first-of-its-kind,” which will serve as a demonstration of the partnership’s potential.
The virtual reality product will blend live sports viewing, interactive data, and gaming components, enabling users to watch sporting events, track real-time data, interact with friends, and place wagers through Entain’s platform.
To achieve success in the years to come, we must comprehend where customers will be in five, ten years, and collaborate with other worldwide businesses investing in this area, explained Shay Segev, the head of Entain.
This will be followed by ideas of other emerging technologies, such as 5G and augmented reality, with the ultimate objective of providing fans with fresh, absorbing experiences.
“We imagine consumers watching a game with friends, who might actually be in different places, using virtual reality headsets to watch, interact and share the experience together, and maybe even compete against each other at halftime, or feel like they’re on the field with the players,” Segev stated.
The partnership expands upon Entain’s existing relationship with MGM Resorts’ BetMGM joint venture and Yahoo Sports. This integrates the betting brand with the Verizon subsidiary, allowing fans to wager through BetMGM in regulated states without leaving the Yahoo Sports app.
Guru Gowrappan, the head of Verizon Media, stated that the new alliance will take the companies’ collaboration “to the next level,” enabling them to take advantage of new opportunities in sports betting, content and entertainment.
“We are jointly building the next generation of content experiences for sports and gaming enthusiasts,” Gowrappan said.
Entain, with its cutting-edge 5G-powered production facilities in Los Angeles and London, is leading the way in immersive experiences. Their creative technology team, coupled with Verizon Media’s immersive platform, allows them to produce and distribute extended reality (XR) content on a grand scale. This empowers partners like Entain to deliver next-level interactive experiences to their customers.
Segev, who took the reins from Kenny Alexander, views technology as the driving force behind his four-pronged strategy. This partnership was forged after his appointment.
Segev unveiled these plans in November, coinciding with the company’s rebranding to Entain. He emphasized the role of technology in facilitating growth in existing markets, venturing into new territories, and bolstering social responsibility measures.
Last week, shareholders overwhelmingly endorsed the name change, with a resounding 99.96% voting in favor.
Sign up for the iGaming news newsletter.