For sports betting operators, esports represents an opportunity to exponentially grow and enhance their foothold, as the sector engages them with a wider audience and a plethora of new markets.

Speaking on NewsNow Fox, FansUnite CEO Scott Burton highlighted his belief that there is a ‘new level of professionalism around esports now’.

He added: “I grew up gaming and there just wasn’t quite the chance to make millions of dollars back then like there is now. But, what you’re seeing now is we are at the level of professional sports alongside the mainstream, things like the NBA, professional golf and teams like the Dallas Cowboys are getting involved – it’s just an entirely different level now.”

The firm will also be seeking to bring its esports offering to the UK, as it expands its footprint in the country after securing licences from the UK Gambling Commission (UKGC), enabling the Canadian company to provide its B2B technology and B2C betting and gaming services in the region.

The licences have been granted to FansUnite’s Askott Entertainment Inc and EGG Limited subsidiaries – having submitted applications on 4 March 2021. The licences have significantly boosted the operator’s presence in the UK, having moved forward with its transatlantic expansion in May by acquiring Scottish sportsbook McBookie.

Noting that the UK is one of the world’s largest betting markets, FansUnite aims to capitalise on the 30.2 million registered adult bettors active in the sector, which generates a gross gambling yield of £14.26 billion.

“The approval of both the B2B and B2C licenses represents a significant milestone for us as we can now expand our operations to one of the largest online gambling markets in the world,” said Scott Burton, CEO of FansUnite. 

“The UK Gambling Commission’s approval of our application for these licenses opens the door for FansUnite to showcase the strength and robustness of our advanced technology in this market. 

“As we enter our next phase of global growth, we will look to partner with betting operators in the United Kingdom and deploy our wagering solutions to capitalize on the UK’s large population of online bettors.”

FansUnite: ‘esports is just an entirely different level now’