Entain prepares launch of global innovation hub

Entain is set to launch a global innovation hub, Ennovate, with its first lab to open in London.

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

First technology companies working with Ennovate include Verizon, BT, and Theta Labs, all looking to develop experiences for customers in gaming and interactive entertainment. Not-for-profit organisations are also collaborating with Ennovate, using technology for innovations which bring societal and environmental benefit. All external partners will collaborate with Entain’s own tech team and use the Ennovate Hub to conceive, develop, experiment, and bring its innovations to life.

“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,” said Jette Nygaard-Andersen, chief executive of Entain.

“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.”

Ennovate’s first dedicated innovation lab will be located in Charterhouse Square, Farringdon, at the heart of London’s entrepreneurial tech community, close to the UK headquarters of TikTok and Snapchat. It will host members of Entain’s innovation technology team, working alongside its commercial and not-for-profit partners. Opening in spring 2021, the location is being fitted out with cutting-edge technology, to create a unique environment for building and trialling new entertainment experiences. These will include developing new entertainment products for the metaverse, a virtual reality space where people will be able to interact in a computer-generated environment.

The centrepiece of this and future Ennovate labs, will be an Experience Zone, enabling customers, investors, partners and employees to try out new experiences in sport, gaming and interactive entertainment.

Sandeep Tiku, chief operating officer at Entain, said: “Our goal is to bring the most exciting experiences in immersive sport, gaming and interactive entertainment to life as the metaverse takes shape,”

“Working with partners we believe we can achieve great things faster, both for customers and to apply these technologies and skills to benefit wider society.”