Entain Launches Ennovate Innovation Hub In London

Sports betting and entertainment group Entain has announced plans to launch Ennovate, a global innovation hub that will initially open in London.

Ennovate will invest up to £100m in innovation projects, start-up investments and collaborations with UK, European and global partners, with £40m specifically earmarked for innovation investment in the UK.

The new venture ties in with Entain’s plans to become a global leader in interactive entertainment. Verizon, BT and Theta Labs are among the first technology companies that will be working with Ennovate to develop “ground-breaking” experiences for customers in gaming and interactive entertainment.

Ennovate will also work with not-for-profit organisations, using technology for innovations which bring societal and environmental benefit. All external partners will collaborate with Entain’s own technology team to use the Ennovate Hub to conceive, develop, experiment and bring their innovations to life.

The first dedicated lab will be located in Charterhouse Square, Farringdon in the heart of London’s entrepreneurial tech community, close to the UK headquarters of TikTok and SnapChat.

The London lab will host members of Entain’s innovation technology team and work alongside its commercial and not-for-profit partners. The location will open in the spring and will be fitted with cutting-edge technology to trial new entertainment experiences.

The centrepiece of this and future Ennovate Labs will be an Experience Zone, enabling customers, investors, partners and employees to try out new immersive experiences in sport, gaming and interactive entertainment. Ennovate will initially showcase NFTs and virtual and augmented reality.

Jette Nygaard-Andersen, Chief Executive of Entain, said, “We want to lead the way with new, exciting products and experiences for customers and use our cutting-edge technology to pioneer innovations in sport, gaming and interactive entertainment for the metaverse.

“We also want to use our position as a global technology leader to help drive innovation more widely. Working with partners around the globe, Ennovate will demonstrate how Entain’s industry-leading technology can both revolutionise experiences for consumers and deliver real benefits to society.”

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