Entain lays out content strategy for new media division

By Ralph Trayfalgar, Updated: MAY 28, 2024

Sports betting operator Entain has announced a content strategy for its planned media division to launch in Australia this year, as part of the bookmaker's strategy to transform into a "fully fledged media business."

The division, which will be led by Entain General Manager of Content & Entertainment Andy Hoad, has launched four online horse and greyhound racing channels to start.

In addition to providing more traditional sports coverage, the division will also produce written content and documentaries. In the meanwhile, Head of Talent & Racing Adam Hamilton will be supporting Hoad.

Entain owns some of the top real money gambling sites, including the popular Party Casino NZ. It’s media arm currently has a staff of about 30 people, but it is in the process of looking for commentators and writers to contribute to pre-race programs and accompanying content on social media channels.

The division will create content along three different domains: broadcast and digital media, live channels, and long-form video content. This comes shortly after their recent announcement regarding the launch of their mates mode for wagering.

There are now two shows that are being developed: one is a documentary that will discuss the origins and development of basketball in Australia, and the other is a series that will feature three-time Melbourne Cup winner Glen Boss.

Hamilton said of the announcement, "The future of the business is really bound to content. It is becoming more than just a wagering business."

Dean Shannon, CEO of Entain Australia, added: "Our ambition is to have wall-to-wall international racing broadcasts for customers and build a lot of bespoke content around that. It’s a unique thing that we were doing here."

"We as wagering operators need to keep innovating in this space, and we need to keep the races in front of the customers to make sure it’s relevant. We are competing for that disposable income."