Entain Partners
- Founded
- 2004-01-01 in Luxembourg (parent company Entain plc founded as Gaming VC Holdings S.A.)
- Headquarters
- Douglas, Isle of Man
Entain Partners is the official affiliate programme of Entain plc, one of the world’s largest sports‑betting and gaming groups. The programme grants affiliates access to a powerful portfolio of over 30 established brands, including bwin, Coral, Ladbrokes, PartyPoker, Sportingbet, and Eurobet, among others. Operating exclusively in regulated and regulating markets, Entain Partners offers partners a reliable, transparent, and high‑converting platform featuring competitive commissions, timely payments, and dedicated account management. The group’s retail heritage of more than 50 years on the UK high street, combined with its leading online presence, provides affiliates with brands that enjoy strong consumer trust and recognition worldwide. Affiliates can promote sports betting, casino, poker, bingo, and virtual games across multiple jurisdictions, supported by advanced tracking tools and tailored promotional materials. The programme is backed by Entain’s global infrastructure – the group holds over 100 licences in 30+ jurisdictions and generated more than £5 billion in Net Gaming Revenue in 2025. For iGaming affiliates, Entain Partners represents a premier opportunity to monetise traffic through some of the most trusted and best‑converting brands in the industry, with a partner‑first approach that emphasises long‑term collaboration and mutual growth.
Detailed Review
Entain Partners stands out in the competitive affiliate landscape due to the sheer scale and quality of its parent group. Affiliates gain access to a diversified brand portfolio that covers virtually every vertical: sportsbook, casino, poker, bingo, and virtual games. The brands themselves are household names in key markets – for example, Ladbrokes and Coral dominate the UK retail and online space, while bwin is a powerhouse in continental Europe, and PartyPoker remains a leader in online poker. This variety allows affiliates to tailor their marketing strategies to different audiences and geographies.
Testimonials from existing partners highlight several recurring strengths. UniversalPoker.com notes that “PartyPoker is one of our top‑performing rooms. Players trust the brand, and that trust converts. The affiliate support from Entain is excellent.” Similarly, Cardmates.co.uk praises the “legal and transparent” nature of the programme, stating “payments land on time, the affiliate team is easy to work with, and the offers convert well.” Italian affiliates such as GrinderlabPoker.it and Casino‑Mania.it underline strong brand recognition and high conversion rates, while Deally.eu emphasises “solid conversion rates and high player value over time.”
Potential areas for improvement are not widely reported, but given the scale of the group, smaller affiliates may need to generate sufficient volume to access the most favourable terms. The programme does not publicly disclose its commission structure or tier details on its public‑facing site, which could be a minor friction point for new affiliates.
From a compliance perspective, Entain’s commitment to operating exclusively in regulated markets – 100% of its Net Gaming Revenue comes from regulated or regulating jurisdictions – ensures that partners are aligned with legal and ethical standards. This is a significant advantage in an industry facing increasing scrutiny.
In summary, Entain Partners is best suited for established affiliates with a focus on quality traffic who can leverage the brand equity of Entain’s portfolio. The programme’s reliability, strong brand recognition, and supportive affiliate team make it a top‑tier choice for sports betting and iGaming promotion.
Key Products
Ladbrokes
Heritage UK sportsbook and casino brand with online and high‑street presence.
Coral
Leading UK sportsbook and online casino, known for competitive odds.
bwin
International sports betting and iGaming brand, strong in Europe and Latin America.
PartyPoker
Major online poker network offering cash games, tournaments and a loyalty programme.
PartyCasino
Online casino with thousands of slots, table games and live dealer.
Sportingbet
Global sportsbook operating in regulated markets across Europe, Africa and the Americas.
Eurobet
Italy’s premier sports betting and gaming brand.
Gala
UK bingo and casino brand with both retail and online channels.
Foxy Bingo
UK‑focused online bingo and casino site.
Crystalbet
Georgia‑based sportsbook and casino operator.
Neds International
Australian‑style sportsbook for regulated overseas markets.
Gioco Digitale
Italian online casino and poker platform.
BetMGM
US joint venture with MGM Resorts (affiliates may promote BetMGM through separate agreements).
Gala Bingo
UK bingo and casino brand, part of the Coral-Ladbrokes portfolio.
Gala Casino
Online casino brand with a wide range of slots and table games.
Coral Casino
Casino arm of Coral, offering slots, live dealer, and more.
Offices & Headcount
30000 employees (approx.)
Key Persons
Steve BarlowCo-founder (Gaming VC Holdings)
- Stella David
Chief Executive Officer (CEO)
Pierre BouchutNon-Executive Chair
Michael SnapeChief Financial Officer (CFO)