Named Ennovate, this hub will develop and showcase disruptive technologies and first consumer products for the sports and entertainment metaverse. The first lab is set to open in London and Ennovate will invest up to £100mn in projects, start-up investments and collaborations with UK, European and global partners.
“We want to lead the way with new, exciting products and experiences for customers and use our cutting-edge technology to pioneer innovations in sport, gaming and interactive entertainment for the metaverse,” said Jette Nygaard-Andersen, Chief Executive Officer of Entain.
Adding, she said: “We also want to use our position as a global technology leader to help drive innovation more widely. Working with partners around the globe, Ennovate will demonstrate how Entain’s industry-leading technology can both revolutionise experiences for consumers and deliver real benefits to society.”
Developing metaverse technology for sports and entertainment
Ennovate supports Entain’s drive to be a global leader in interactive entertainment. As technology and the metaverse develops, media, entertainment and gaming converge.
With this, customers expect richer entertainment experiences, with a greater variety of content, immersive experiences, personalisation and social interactions. By creating this global innovation hub, Ennovate and Entain will be at the forefront of this change in entertainment.
“Our goal is to bring the most exciting experiences in immersive sport, gaming and interactive entertainment to life as the metaverse takes shape,” said Sandeep Tiku, Chief Operating Officer at Entain leading its work on disruptive innovation.
“Working with partners we believe we can achieve great things faster, both for customers and to apply these technologies and skills to benefit wider society,” he continued.
Working with Ennovate is Verizon, BT, and Theta Labs. All three of the companies are looking to develop ground-breaking experiences for customers in gaming and interactive entertainment.
On top of this, not-for-profit organisations are also collaborating with Ennovate and will use technology for innovations that bring societal and environmental benefits.
All external partners will collaborate with Entain’s own technology team and use the Ennovate Hub to conceive, develop, experiment, and bring their innovations to life.
Showcasing cutting edge technology for the metaverse
The innovation hub, planned to open this spring, will be fitted out with cutting edge technology to create a unique environment for building and trialling new entertainment experiences.
These will include developing new entertainment products for the metaverse, a virtual reality space where people will be able to interact in a computer-generated environment.
At the heart of Ennovate, and the future of the lab is its Experience Zone. The centrepiece will enable customers, investors, partners and employees to try out new immersive experiences in sport, gaming and interactive entertainment.
Initially, Ennovate will showcase new consumer products and experiences to lead immersive entertainment including non-fungible tokens (NFTs) - or unique digital collectable assets - which Entain is developing for brands across the Group.
It will also showcase immersive experiences in Virtual Reality (VR) and Augmented Reality (AR), including a pioneering VR multi-sports club experience.