Published
OnlineMarketingIndustryeSports

Entain appoints Brian Lancey marketing boss for esports business Unikrn

Entain has tapped veteran marketing executive Brian Lancey to oversee its recently acquired esports business Unikrn.

entain new esports sign gi web image

Lancey will serve as Chief Marketing Officer (CMO) for the Seattle-based company, and will need to draw on his experience as Entain aims to capitalise on the rising popularity of esports betting.

Entain completed the full acquisition of Unikrn’s assets in October 2021, including the company’s technology, products, platform and brand, paving the way for Entain to significantly expand its esports offering.

To this end, Lancey has been tasked with building the business and leading its marketing efforts, a responsibility for which he is well qualified.

Before being tapped by Entain to act as Unikrn’s CMO, he served as Vice President for Global Sponsorships and Consumer Marketing at Mastercard, and prior to that was Partner and VP of Strategic Marketing for Brand Synergy Group.

“I am excited to share that I joined Entain’s esport team, Unikrn, as the Chief Marketing Officer,” wrote Lancey in a LinkedIn post.

“Entain, a global leader in betting, gaming and interactive entrainment, is paving the way for the future of the industry. I look forward to building the esports business with the incredible team and inspiring leadership.”

Lancey’s appointment comes as Unikrn undergoes a platform revamp. When attempting to visit the brands’ website, a statement reads: “We’re currently renovating our award-winning platform for you. Our new features will be powered by Entain, one of the world’s largest betting and gaming companies!

“We’ll be joining major brands such as Ladbrokes and bwin, in a move that will bring you an unprecedented number of new esports & gaming experiences.”

Premium+ Connections
Premium

Digitain

 
Premium

RISK

 
Premium

Imagine Live

 
Premium

Sport Generate

 
Premium

1xBet Partners

 
Premium

Galaxsys

 
Premium

GammaStack

 
Premium

Revsharks

 
Premium

PIN-UP Partners

 
Premium

Lynon

 
 
Premium Connections
Consultancy

SCCG Management

Executive Profiles
Zeal Network SE

Stefan Tweraser

VIP Play

Les Ottolenghi

Scientific Games

Keshav Pitani

Social & App

Spribe CEO exclusive: Simplicity is the foundation

Spribe CEO David Natroshvili speaks to Gambling Insider abou...

Redefining iGaming: A history of crash games

Crash games is a growing vertical that has taken gambling by...

A certain something: What makes crash games special?

Crash games. They’re simple, they’re easy to learn and,...

Smarter innovation to shape the future

Spribe CCO Giorgi Tsutskiridze discusses the past, present a...

Facing Facts: The corner of quarterly contemplation

With Q1 reports out across the industry, Gambling Insider co...

Taking Stock: A guide to key stock prices across the industry

Gambling Insider tracks prices from some of the industry’s...

15 years of Gambling Insider: From the Founders

Over the last 15 years, Gambling Insider magazine has interv...

15 years of Gambling Insider: The Awards over time

Global Gaming Awards Event Manager Mariya Savova gives us he...