The Maltese corporation Esports Entertainment Group buys the infamous Bethard bookmaker from another Maltese company – Gameday Group. Esports Entertainment Group will lay out 16 million euros for the new asset, and also pay Gameday Group 12% of the net gaming revenue of the acquired bookmaker annually for two years. Representatives of the buyer, commenting on the deal, noted that the corporation has acquired the fastest growing betting brand in Europe, which also has a strong position in the lucrative online gambling markets in Northern Europe. BC BetHard is the third betting operator (except SportNation(dot)com and Vie(dot)bet), which fell into the hands of Esports Entertainment Group. Bethard betting shop started operating in 2018, it was advertised by footballer Zlatan Ibrahimovic, who, according to My Lucky Story, was a co-owner of this bookmaker. The fact that Ibrahimovic owned part of Bethard – in violation of the prohibitions of FIFA and UEFA, is being investigated by the UEFA Ethics and Disciplinary Inspectorate.
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