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

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.”

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