Entain CEE was established in August 2022, after Entain Group partnered with the Central and Eastern European investment firm Emma Capital.  

The operator says the goal of its new subsidiary is to create a strategic platform to drive expansion in Central and Eastern Europe.  

According to Entain, SuperSport has a 50% share of the sports betting and gaming market in Croatia, making it a promising acquisition.  

Entain says SuperSport’s control of the Croatian market is down to its proprietary technology solution, which the operator will, naturally, recieve as part of the acquisition.  

Led by CEO Radim Haluza, Entain CEE was created to unlock $5bn worth of market opportunities in the region, and Entain says acquiring SuperSport is just a part of this process.  

Entain CEO Jette Nygaard-Andersen said: "We are very pleased to have completed the acquisition of SuperSport, which is the first by the newly created Entain CEE.   

“SuperSport expands our operations into the highly attractive and regulated Croatian market, as well as establishing Entain CEE as a strategic growth platform into the wider region. We look forward to working with Radim and the SuperSport team alongside Emma Capital as we execute this exciting opportunity." 

In October 2022, Entain announced the issuance of a $1bn new term loan that has been used to partially finance the acquisition of SuperSport. 

Recently, Entain was granted its first online licences to operate in Germany. These licences will allow the operator to provide gaming and poker services to German players.