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ElectraWorks Limited

The gambling industry is a tangled web of interlinked brand names and corporate connections. Such is the case with the ElectraWorks brand. There is no evidence of it ever having existed as a separate company, but is instead a subsidiary company set up as the operator of many big name brands. At the time of writing, it is a wholly owned subsidiary of GVC Holdings PLC.

It appears to have been originally set up as the operating company used to run various Bwin brands. It operates from the UK overseas territory of Gibraltar, taking care of bookmaking, sports betting, risk management and customer support for Bwin brands and other group platforms. The company’s offices on the territory employ around a hundred people, and the operation is licenced by the Government of Gibraltar. This means that it also falls under the jurisdiction of the UK Gambling Commission.

Bwin is a very well-known name in the gambling industry, both within the United Kingdom and across Europe. This fame is enhanced by lucrative sponsorship and partnership deals with some of the biggest clubs in European football. In the UK, Manchester United have been the chosen club, whereas on the continent, names such as AC Milan, Inter Milan and Juventus in Italy; Bayern Munich and Borussia Dortmund in Germany and Real Madrid, Athletico Madrid, Sevilla, Valencia and Villarreal in Spain.

The entire Bwin / ElectraWorks operation was acquired by industry behemoth GVC Holdings in February 2016. It fought off its rival 888 Holdings to take over the company with a final offer of over £1bn.

In 2018, the corporate merry go round of acquisitions and mergers continued when the Isle of Man based bingo and casino software giant Cozy Games was acquired. A decision was made to close down this operation due to regulatory fines and advertising standards breaches. The Cozy Games network of bingo sites had a unique selling point which was offering “Free Bingo Bucks”. Changes to UK taxation meant that these free bonuses would be taxed. Also, many players complained that they could not withdraw any winnings because of such complicated terms and conditions. This would of been a storm in a tea-cup for the operation and the decision to close was, most probably, the right one.

On 9th December 2020 GVC Holdings changed it’s name to Entain.

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