Our expansion is underpinned by our appetite to only operate in locally regulated or regulating markets, and we’ve seen excellent opportunities to grow our presence, diversify our business and capture market share.
The first of which is the attractive Netherlands market, where you’d have seen our strong intent to lead with the acquisition of BetCity. It’s an excellent brand with an established footprint in the region and a well-built customer offering and marketing capability. The team, led by an experienced CEO, is a robust addition to our European brand portfolio and aligns well with the Group values and ethos. We’re expecting it to complete this year and I’m looking forward to the future growth of this exciting brand.
In addition to our expansion in The Netherlands, we’ve also demonstrated our intent to lead in the Central and Eastern European market with the formation of Entain CEE. The start of that journey begins with SuperSport, the top sports betting brand in Croatia, and local experts in running a market leading sportsbook. Having worked in the CEE region in the past, I know the importance of local knowledge and expertise in these markets as a critical business factor. I’m very excited about the start of this journey with Entain CEE and, led by a highly successful and proven local leader, will allow the new partnership to utilise the strengths of the Entain Platform to best serve the region. You can learn more about the Croatian market in this edition of Engage.
Now, back to our core business. We proudly operate an omni-channel approach in some of our markets. Our bricks and mortar shops are loved community hubs where sports fans, players and bettors can socialise and enjoy our products.