Entain (formerly GVC Holdings), the gaming and media giant, is collaborating with Verizon Media, a leading provider of technology and media, to create new interactive products. This includes a virtual-reality offering which incorporates gaming into sports watching.
This partnership is based on research conducted by YouGov, a polling company, and Entain. The findings revealed how technology influences gaming and entertainment consumer behaviour.
The research revealed that social media is a major part of consumer experiences. Immersive experiences are also a driving force behind the adoption of esports and gambling, as virtual reality adoption and 5G Internet rollout are increasing.
Verizon and Entain will work together to create a first-of-its kind immersive experience that they say is a proof-of concept for their partnership.
Entain’s virtual reality platform will allow users to view live sporting events and track stats while also interacting with their friends.
The ultimate goal is to offer fans new and realistic experiences.
Shay Segev, chief executive of Entain explained that to win the future it is important for businesses around the world to invest in understanding where their consumers are going in 5 or 10 years.
We envision consumers attending a match with their friends who may be in another location, and using VR headsets to interact, watch and enjoy the game together. They could also compete at the half-time or even feel as if they were on the field with the players.
This partnership extends an existing relationship that exists between Entain, MGM Resorts BetMGM joint-venture and Yahoo Sports. The betting brand has been integrated with Verizon’s subsidiary. This allows fans in states that are regulated to bet via BetMGM, without having to leave the Yahoo Sports App.
Guru Gowrappan, chief executive of Verizon Media, said that the alliance will take business collaboration to a “new level”, and allow each company to benefit from new opportunities in sports betting content and entertainment.
Gowrappan stated that “Together we will build the next generation of experiences in sports and games for fans.”
Entain is able to offer their customers immersive, interactive and next-level experiences thanks to our 5G enabled production studios, which are located in LA and London. Our creative teams, as well as Verizon Media’s Immersive Platform, allows content to be produced and distributed on digital channels.
Entain CEO Segev, who succeeded Kenny Alexander as the company’s chief executive officer, had identified technology as a key driver of his four-pillar strategic plan.
Segev explained the plans when the company announced its plans to become Entain. He said that this would allow it to expand in new markets and improve social responsibility.
Shareholders approved the rebranding last week with 99.96% voting in favor.
