Top-rated global sports betting, gaming, and interactive entertainment provider, Entain, has announced a new creation, Ennovate, a global innovation hub. The first lab will open in the London area and Entain has plans to invest as much as £100 million towards start-up investments, new projects, and collaborations in the United Kingdom, as well with partners around the globe. A total of £40 of the amount is set aside for the UK.

What is Ennovate?

With Ennovate, Entain will be able to continue working on its goal of being a global leader when it comes to interactive entertainment. The company can use the hub to create new products that will excite players about online gaming.

The Ennovate hub already has companies ready to work within the space including Theta Labs, BT, and Verizon. These companies want to use the hub as a space to work on creating ground-breaking options for customers within the gaming and interactive sector. Non-profit organizations are also working with the group to bring about societal and environmental change via tech.

Each partner of Ennovate has the ability to work with the tech team of Entain and use the hub to come up with new ideas and bring them to life via the design and experiment process. Chief Executive of Entain, Jette Nygaard-Anderson, commented on the new hub by stating:

“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.”

Details of the First Space

The first innovation lab of Ennovate will be located in Charterhouse Square, Farringdon. This area is considered the heart of the entrepreneurial tech community in London. Tech team members of Entain will work within the space with commercial and not-for-profit partners.

The new space will open in the spring and offer the latest in technology, creating an environment that is ready for innovation. The lab will be used to create new entertainment products for the metaverse, which is a virtual reality space where interaction can take place between individuals within an environment that is computer-generated.

Ennovate includes a space in the lab known as the Experience Zone, which will be where products and experiences can be tested. Employees, partners, investors, and customers can use the space to try new products and the creators can see how well they are received.

Areas of exploration within the lab will include non-fungible tokens, virtual reality, augmented reality, and VR arcades.