Betr’s high-profile takeover battle for PointsBet may not be its only corporate play, with reports linking the wagering group to potential interest in Entain’s Australian operations.
According to the Australian Financial Review, betr chairman Matt Tripp and chief executive Andrew Menz recently held a series of meetings in London with senior Entain executives. The discussions are understood to have canvassed the future of Entain’s local business, which includes the well-established Ladbrokes and Neds brands.
While the talks were described as informal and no agreements have been reached, the move underscores betr’s ambition to expand its footprint in the Australian betting landscape, even as its pursuit of PointsBet remains ongoing.
Neither Betr nor Entain has confirmed formal talks, but reports in the Australian Financial Review suggest discussions are being taken seriously.
Betr has established itself as a challenger brand through technology-driven offerings and marketing aimed at younger punters.
Betr founder Matt Tripp, widely credited with reshaping Australia’s betting landscape through earlier ventures including Sportsbet and BetEasy, has sought to replicate his past success with Betr by blending innovation with aggressive growth strategies.
Under his leadership, the company has become one of the most closely watched operators in the sector.
Entain, listed in London and valued at roughly £5.7bn, is one of the world’s largest wagering companies.
Best known for its ownership of Ladbrokes and Neds in Australia, the group has built a substantial presence across the region. Its collaboration with TAB NZ in New Zealand underscores its ambition to maintain a dominant position in both markets.
For Betr, the potential acquisition offers a chance to accelerate expansion by inheriting an established customer base and operational infrastructure.
Acquisition would give Betr more clout
The addition of Ladbrokes’ strong brand recognition would instantly elevate Betr’s profile, providing a significant boost to its market share.
Such a move would represent a pragmatic step for a company that has ambitions to compete with the largest operators on scale rather than niche alone.
Reports indicate that Tripp, together with Betr CEO Andrew Menz, has held meetings with Entain executives in London to explore a carve-out of the Australian and New Zealand arms of the business.
Whilst the details remain uncertain, such engagement suggests that preliminary talks are underway.
The onus now lies on both sides to determine whether financial and regulatory conditions can be met to progress a deal.
The prospect of Betr acquiring Entain’s Australian division highlights a broader consolidation trend within the country’s wagering industry.
This is especially true in terms of Australia’s gaming assets, with other M&A activity surrounding the country’s PointsBet and Ainsworth Game Technology still being debated.